Louisville Metro Police Department

The Louisville Metro Police Department wanted to move away from the warrior mentality of typical recruiting videos and honor the real emotional pull behind choosing a life of service. RedTag scripted, shot, and produced the whole thing in-house, telling the story of an officer who helps a child in crisis, a child who later grows up to become an officer themselves. LMPD backed the production with real officers as talent and helped with road closures for the on-site Louisville shoot.

The spot ran across local TV and social media as part of a broader recruitment campaign, and the LMPD team was moved enough to applaud the final cut. Its reach went further than expected: the FBI later used it in national trainings as a model for police recruitment, and the work picked up an ADDY along the way.