---
title: Axley PI Video Production — Community Lawyer Brand (2026-2027)
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-01-30-axley-marketing-meeting-118642563.md
tags:
- video-production
- personal-injury
- axley
- brand-strategy
- youtube
- local-service-ads
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Axley PI Video Production — Community Lawyer Brand (2026-2027)

## Overview

Axley is planning a high-quality video ad campaign for their Personal Injury practice, built around attorney Heath. The project is split across two years: **production in 2026**, **distribution in 2027**. The core creative strategy is to position Heath as a trusted community lawyer — a deliberate counter to the "ambulance chaser" stereotype that plagues PI advertising.

This project was discussed in the [[wiki/clients/axley/_index|Axley]] January 2026 strategy meeting and is tied to the broader goal of reducing reliance on expensive PPC for PI leads. See also: [[wiki/knowledge/seo/axley-pi-seo-strategy|Axley PI SEO Strategy]].

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## Strategic Rationale

Personal injury PPC is cost-prohibitive at Axley's budget. Competitors like Hupy & Abraham spend over $1M/year on AdWords — a level Axley cannot match. The video campaign is designed to build organic brand recognition and credibility over time, complementing SEO efforts rather than competing with paid search spend.

> "I definitely want to make sure we do it right. So if we put effort into production this year, we could do like advertising next year." — Nicole Hadaway

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## Creative Concept

- **Tone:** Approachable, local, community-rooted — explicitly *not* the high-gloss, aggressive PI lawyer archetype
- **Talent:** Attorney Heath exclusively (he is Axley's sole active PI attorney)
- **Visual style:**
  - Heath walking into recognizable local Madison businesses
  - Drone footage of Madison cityscape and landmarks
  - Goal: viewers immediately recognize the locations and feel a sense of place
- **Message:** Heath is *your* community lawyer — local, accessible, award-winning in his own neighborhood (Cottage Grove)

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## Production Plan

| Phase | Year | Details |
|---|---|---|
| Pre-production & production | 2026 | Fund and shoot the ad; cost absorbed this year |
| Distribution & campaign launch | 2027 | Run on YouTube, streaming services (e.g., connected TV) |

Splitting the cost across two years was a deliberate budget management decision.

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## Vendor Status

- **Backflip** (previously used local videographer): no longer available — went under in 2025
- **Next step:** Sebastian to provide referrals, including:
  - A Madison-area videographer contact (lower-to-mid budget, drone-capable)
  - Additional options via Mark at Asymmetric for varying production tiers
- **Budget guidance from Nicole:** Mid-range production quality; explicitly *not* the lowest-budget option, but not $25K for a 15-second spot either

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## Key Decisions

- Production expense will be booked in 2026; ad spend in 2027
- Heath is the sole face of all PI content and this video — no other attorneys to be featured
- Creative direction: community lawyer positioning, Madison-specific visuals, drone + street-level mix
- Backflip is out; Sebastian to source new videographer referrals

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## Action Items

- [ ] Sebastian to email Nicole Madison videographer options (@Sebastian Gant)
- [ ] Sebastian to contact drone videographer re: availability (@Sebastian Gant)
- [ ] Align on production budget range before vendor outreach (@nmh + @Sebastian Gant)

---

## Related

- [[wiki/clients/axley/_index|Axley Client Overview]]
- [[wiki/knowledge/ppc/axley-ppc-budget-allocations|Axley PPC Budget Allocations]]
- [[wiki/knowledge/seo/axley-pi-seo-strategy|Axley PI SEO Strategy]]
- [[wiki/meetings/2026-01-30-axley-seo-lead-gen-review|Meeting: Axley SEO & Lead Gen Review (2026-01-30)]]