Tornado Alert: When Timing and Accuracy Matters Most

In many parts of the world, tornadoes are a major threat. Unlike cyclones, hurricanes, blizzards, and other weather dangers that give ample time to prepare, deadly tornadoes can form within minutes. A powerful tornado can form and destroy an entire town in less time than it takes to eat dinner. Unfortunately, traditional warning systems are often inaccurate. Sometimes they don’t even work at all. That’s where tornadoAlert comes in.

With technology first developed by NASA, tornadoAlert is able to constantly scan the skies for danger. With a range of 30 miles, it can give up to a 30 minute advance warning for people to find shelter — extremely valuable when every single second counts. And because weather does what it wants, when it wants, about half the storms occur at night. That’s a huge problem for traditional warning systems that are announced on TV, radio, or over phones. But tornadoAlert’s loud siren wakes even the soundest sleepers in case of emergency.

The Challenge // Create a Compelling Video with Sensitivity

It’s always tricky marketing a product when lives are at stake. tornadoAlert has a great product that can save people, and that concept has to be handled with care. Many modern explainer videos work well with jokes or fun characters, but there’s nothing funny about protecting the lives of people you care about. The topic has to be handled properly with sensitivity and compassion, while at the same time selling the product.

The Solution // Stir Emotions with Respect

Using a basic color palette and human characters allowed us to connect with potential customers and set the proper tone. Using a bit of an abstract style also allows us to show examples without the imagery hitting too close to home. An explainer video is a great tool to use for a product like tornadoAlert. We can accurately showcase the product’s features with just enough realness without it making it too frightening or “real.”

Additionally, the use of an authoritative voiceover lends credibility and assuredness to the script. When marketing something that saves lives, you definitely don’t want a weak voice or worse, something cartoon-y. The end result is a video we’re proud to be a part of for a product that can make a real difference for the people who need it.