Visit The Shoals
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“I’ll Take You There”
Client: Florence Tourism (Visit The Shoals)
Project Type: 30-second commercial (POV)
Distribution: National Geographic (NatGeo)
Filmed on: iPhone (Apple Log) | Edited in: DaVinci Resolve
Background & Partnership
Our relationship with Visit The Shoals started well before this commercial. We first partnered with Rob Carpenter and his team to deliver a photo and video content package—25 photos and 5 short-form videos—that showcased the area’s funky, vibrant lifestyle and helped shape a consistent, welcoming presence across social channels. That foundation built trust and paved the way for a higher-visibility piece: a nationally distributed commercial that would let audiences feel The Shoals in just 30 seconds.
The Challenge
Put The Shoals on the national stage with a piece that felt intimate rather than “touristy.” It had to:
- Showcase multiple attractions without feeling rushed
- Convey genuine local love—no stock footage, no generic voice-over
- Meet NatGeo’s broadcast standards while staying nimble on budget and crew
The Creative Concept – “A Friend’s Invitation”
We built a first-person narrative: one friend guiding another through a perfect Shoals day. Shot entirely in POV, every frame says, “Come with me—I’ll take you there.”
The Journey (8 Stops in 30 Seconds)
- Cross the O’Neal Bridge – Gateway to Florence
- eBike ride at McFarland Park Visitor Center – River views, instant energy
- Lunch at 360 Grille – Revolving skyline and Southern flavors
- Fishing Pickwick Lake below Wilson Dam – Outdoor rhythm of the river
- Tour of the Rosenbaum House – Frank Lloyd Wright meets Alabama charm
- Walk through Fame Studios – A moment inside music history
- Dinner at Champy’s Chicken – Laid-back, finger-licking fun
- Nightcap at The GunRunner – Boutique-hotel cocktails to close the day
Production Notes
- Camera: iPhone 15 Pro Max shooting in Apple Log for maximum dynamic range
- Crew: Brayden Benvenuti, Gabe Rhoden, Kaitlyn Burleson, Katie Burleson
- Edit: Color grade & finish in DaVinci Resolve for broadcast specs
- Style: Natural light, smooth motion rigs, music-synced editing
Results & Impact
- National Exposure: Aired on NatGeo, introducing millions to Northwest Alabama
- Authenticity Recognized: Positive feedback from both locals and first-time visitors
- Extended Shelf-Life: Cut-downs repurposed for Instagram Reels, TikTok, and digital ads—boosting Visit The Shoals’ reach and engagement
The Shoals isn’t just a place—it’s a feeling. In 30 seconds, “I’ll Take You There” invites the world to feel it too, one immersive moment at a time.
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