Holiday Retirement :: Resident Spotlight Video Series

Overview:
Client: Holiday Retirement
Agency: CSG & Postmodern
Creative Director: Brooke Wylie
Producer: Jonel Beach
Director of Photography: Eric Paton
Editor: Bandera Cruse
Year: 2019-2020

The Project:
Holiday Retirement turned to its longtime partner, CSG, to develop a series of videos spotlighting the life and times of residents at its many communities around the country. We pitched a cinema verite-inspired series of mini-documentaries that would reveal the fascinating inner lives of residents you might encounter at any given Holiday community. This work took us to communities in Denver, Colorado; Cincinnati, Ohio; and Napa, Modesto, and Riverside, California.

As the primary copywriter and content strategist on the account, I spearheaded the search for resident stars, developed their stories, recruited our partner agency, Postmodern; attended every shoot, led on camera interviews and provided the creative direction for all edits.

The initial series featured a dozen videos with dozens of residents and staff members sharing their stories. The footage featured in numerous additional cut downs and social videos. The style established by this initial work shaped how the brand has approached video in the intervening years, even beyond Holiday’s acquisition by Atria.