76 Words 3rd Amendment
Real Voices Against Amendment 3
76 Words brought C&I Studios in to produce a set of spots for Somos Votantes in the 2020 campaign against Florida’s Amendment 3, a ballot measure that would have replaced the state’s closed party primaries with a single top two primary for state offices. The campaign argued that the change would cut the representation Black and Hispanic voters had fought for, and it needed that argument delivered by people speaking straight to camera.
We handled the political video production for the campaign. A white cyc testimonial set in the studio gave the edit clean frames with room for bold kinetic type, and a location day on residential streets put the same message in the neighborhoods it was about. The shoot delivered a 30 second spot and two 15 second spots.
76 Words 3rd Amendment
Real Voices Against Amendment 3
76 Words brought C&I Studios in to produce a set of spots for Somos Votantes in the 2020 campaign against Florida’s Amendment 3, a ballot measure that would have replaced the state’s closed party primaries with a single top two primary for state offices. The campaign argued that the change would cut the representation Black and Hispanic voters had fought for, and it needed that argument delivered by people speaking straight to camera.
We handled the political video production for the campaign. A white cyc testimonial set in the studio gave the edit clean frames with room for bold kinetic type, and a location day on residential streets put the same message in the neighborhoods it was about. The shoot delivered a 30 second spot and two 15 second spots.
Two Sets, One Message
The testimonial format called for a clean, consistent look across every speaker. We built a white cyc set in the studio with a large soft key, framed each person with room around them for the type that would animate on screen, and held the camera position steady so the cuts between speakers would feel like one continuous conversation.
The location day took the same idea outside. Each speaker delivered their lines walking toward camera along residential streets and in front of a painted community mural, with the camera and sound team moving with them to keep every line clean.
The shoot happened in 2020, so the crew worked masked and kept each set lean, with only the people needed for each setup on the floor.
Two Sets, One Message
The testimonial format called for a clean, consistent look across every speaker. We built a white cyc set in the studio with a large soft key, framed each person with room around them for the type that would animate on screen, and held the camera position steady so the cuts between speakers would feel like one continuous conversation.
The location day took the same idea outside. Each speaker delivered their lines walking toward camera along residential streets and in front of a painted community mural, with the camera and sound team moving with them to keep every line clean.
The shoot happened in 2020, so the crew worked masked and kept each set lean, with only the people needed for each setup on the floor.
The Fight for Equality
The first 15 second spot opens on the long fight for equality and representation and lands on what the vote put at stake. It makes the case that Black voters could lose 30 percent of their representation if Amendment 3 passed, then closes on a direct call to vote no.
Every line is reinforced on screen with oversized type in the campaign’s blue and yellow, so the spot reads as clearly with the sound off as it plays with audio. The open cyc frames gave that type room to move around each speaker.
Who Was Behind the Change
The 30 second spot gives the argument more room. Speakers explain that a politically connected billionaire in Miami was trying to change how Florida elects its leaders, that Black voters would lose 30 percent of their representation and that Hispanic districts could be eliminated altogether.
Six voices carry the script, cut together line by line so the message passes from one speaker to the next. Full screen color cards mark the turns in the argument, and the spot closes on the Vote No on Amendment 3 end card.
Out on the Street
The third spot moves the testimonials outdoors. Speakers walk toward camera along residential streets, past small homes and in front of a painted community mural, making the same case in the places where the vote would be felt.
The moving camera and outdoor settings give the location spot a different energy from the studio pieces, while the graphics, color and end card keep all three spots clearly part of one campaign.