Courageous Service
Courageous Service was one of the most important videos or ads produced for the McCain campaign. In the late summer/early fall of 2007 the McCain campaign had very little money and had been beaten up in the press. It was time to get back to basics — blocking and tackling — and that meant it was time to tell John McCain’s story. Previously the campaign had shied away from fully embracing the Senator’s amazing story, but starting in the fall of 2007 that was no longer the case; his courageous service would become the cornerstone theme of the campaign moving forward. With almost no budget, I managed to be a one man band: interviewing, shooting and editing. The result was a 12-minute bio film that cost the campaign $5,000, whereas a similar project on Bush-Cheney ‘04 cost $100,000 to make. Courageous Service became a central feature of our Web site for not just the primary but the whole campaign. It also became part of the field program with DVDs made available at events in Iowa and New Hampshire. The video was viewed over 800,000 times and generated a great deal of earned media including this article in the Concord Monitor.
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