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MediaStorm, in partnership with Starbucks and Starbucks Armed Forces Network, was tasked with developing a character-driven documentary that speaks to the responsibility Americans have towards returning veterans and their families.

By focusing on the stories of returning veterans, MediaStorm set out to describe the staggering reintegration challenges facing veterans while celebrating their mission oriented focus, teamwork, discipline, service, and diverse work experience--thereby demonstrating their job readiness.

This film aimed to break away from the traditional viewpoint of veterans as charity cases. Instead, it aimed to portray veterans as important members of our community that have the skills and training necessary to become assets to any company. In so doing, the film aimed to inspire audiences to act to honor their service and do more to provide equal opportunities.

To showcase what companies and communities can do to help returning veterans, MediaStorm highlights Starbucks’ efforts to help vets transition safely back to civilian life.

Client: Starbucks
Published: November 11, 2013
The Challenge
As always, the greatest challenge was finding the right subject. Starbucks, in cooperation with MediaStorm, identified several potential candidates. MediaStorm producer Tim McLaughlin, and cinematographer Lisa Berglund conducted pre-interviews to identify the best candidates. Additionally, with only four weeks to find, develop, shoot, and edit three versions of the project, communication between MediaStorm, Starbucks and the cinematographer Lisa Berglund needed to be open and fluid.

The Solution
MediaStorm and Starbucks identified clear objectives before searching for the story. Knowing the client’s objectives made the process of finding the right subject, capturing the story and editing the film much more attainable in the allotted time.

The Results
Starbucks will use the film on Veteran’s Day, 2013 to help launch their veterans hiring initiative. They will also use the film throughout their organization as a way to highlight the benefits of hiring veterans.

About the Client
Founded in 1971 in Seattle, Starbucks has become the premier roaster and retailer of specialty coffee in the world, with more than 15,000 stores in 50 countries. They participate in a number of community support activities, including their Shared Planet initiative, (Starbucks)RED, the Starbucks Foundation, and the Ethos(R) Water Fund.

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