When Douglas & London, a New York- and Louisiana-based personal injury law firm, needed fresh commercial content, they turned to cj Advertising’s Creative Services team. Their verdict?
“We’ve been shooting for a long time, and the experience we’ve had with cj is night and day better than any we’ve had before. Everyone is great, and the writing does a great job setting the scripts apart from what is already out there.”
This kind of feedback doesn’t happen by accident. It’s the result of our team’s commitment to compelling storytelling and technological innovation, combined with a deep understanding of what makes legal marketing actually work.
Beyond the Average Commercial Shoot
In the legal marketing world, our big truck commercial shoots stand out as signature events. In May 2025, we brought nine personal injury law firms to Nashville for an intensive five-day production that demonstrates exactly what sets cj apart.
These weren’t your typical commercial shoots. For one, we delivered full-scale authenticity with semi-truck cabs, a wrecked vehicle, and scattered glass and debris. As cj’s Chief Creative Officer, Jennifer Floyd notes, these dramatic visuals really help viewers grasp the severity of accidents.
Strategic scheduling and collaboration were also key to making these large-scale productions happen. By bringing multiple firms together for coordinated shoot days, we eliminated some of the financial barriers that typically prevent law firms from accessing Hollywood-level creative. Each participating firm received professional guidance throughout the production process while also benefiting from shared resources.
Technology That Changes Everything
In addition, cj’s partnership with Vū Nashville gave clients access to technology previously reserved for major motion pictures. The facility features a massive 123-foot-wide, J-shaped LED wall, which is the largest in the Southeast.
Describing his first impression of the technology, cj Senior Editor Jim Higgins said: “When you stand in front of an LED wall that’s a little bit more than two stories high … you’re just overwhelmed by the possibilities.”
In fact, the LED wall uses the same virtual production technology developed for Disney’s The Mandalorian, offering 3D environments that respond in real-time to camera movements. Whether it’s updating the scene from dusk to dawn, adjusting shadows, or swapping background elements, changes can happen instantly.
This real-time flexibility allows cj clients to refine creative choices without the expense of reshoots. The outcome is remarkable: immersive environments where digital backgrounds, live talent, and physical props blend into a single, cohesive reality.
Precision Through Previsualization
At cj, the Creative Services team is also pioneering new ways to use cutting-edge production technology. Deploying previsualization software, Higgins and his team can map out entire productions digitally before anyone steps on set. This meticulous planning ensures maximum efficiency when the clock is running.
Looking ahead, artificial intelligence is opening even more possibilities. As Higgins notes, emerging AI tools will soon allow the creation of complex 3D environments through simple prompts, dramatically accelerating the creative process.
But technology alone doesn’t make great advertising. “At the end of the day, when you’re prompting, you have to be a good storyteller,” Higgins emphasizes. “What’s going to separate the crowd are the people who can tell stories and the people who know how to convey your message.”
From Set to Success
The moment that clients step onto our sets, the reaction is consistent: pure amazement at the scale and professionalism. But the real measure of success comes later when their commercials start generating qualified leads.
Ready to elevate your own firm’s creative? Discover what our Creative Services team can do for you by contacting cj Advertising today.
