Changing Perceptions and Unifying a City

Before any cameras rolled, RedTag’s team immersed themselves in extensive discovery and research, including focus groups with officers across the department. One story stood out: behind the badge, every officer was also a neighbor, a citizen, and a Louisvillian. That truth shaped the story’s heart. The video would focus on the shared identity of the people who live and serve in Louisville.

The creative concept emerged as a fast-paced, cinematic snapshot of life in Louisville. RedTag filmed across the city, capturing officers, residents, and local leaders side by side. Interviews with the police chief, mayor, and everyday citizens became the emotional backbone of the piece, layered with dynamic b-roll and music that reflected the city’s energy.

Visually, the film combined vibrant frame-in-frame compositions and joyous, cinematic footage to reflect movement, diversity, and connection. It’s a living portrait of a city that refuses to be defined by division.

Throughout production, RedTag worked closely with LMPD leadership, sharing early concepts and rough cuts to ensure alignment with the department’s vision. The collaboration went beyond logistics. From sourcing authentic voices to selecting the final track that became the video’s soundtrack, every choice reinforced a sense of shared purpose between the agency and the department.

The final 90-second campaign film “We Are Louisville” premiered on Hulu and social platforms as part of the department’s larger “One Metro. One Mission.” rebrand. The response from LMPD leadership and the broader community was overwhelmingly positive.

The campaign not only elevated awareness of the department’s renewed direction but also became a source of pride within the city. According to one contact at the LMPD Foundation, because of the work RedTag created with the department, “officers in the city can hold their heads higher.” The project stood as more than a campaign video. It became a reminder that unity, empathy, and shared purpose remain Louisville’s strongest tools for lasting change.