A Stonecastle original for Nashville tornado victims

In the pre-dawn hours of March 3, 2020, tornadoes ripped through Nashville and the surrounding area, killing 25 people and destroying $1 billion in property. The event drew national media attention, casting a spotlight on the remains of once-popular restaurants, tourist attractions, and neighborhoods. Meanwhile, in the historically-Black community of North Nashville, homeowners digging out from the storm damage faced a wave of opportunistic developers offering to buy their homes. Unable to afford even basic repairs to their homes, many considered leaving the only neighborhood they’d ever known.

  • Client: The Armstrong Foundation
  • Agency: Stonecastle
  • Type: Originals
  • Deliverable: Fundraising Video
  • Services: Creative Strategy, Video Production

The Project

The Project

A video made for our Nashville neighbors


After the tornadoes hit, we at Stonecastle looked for ways to participate in the recovery. So when a local developer named Aaron Armstrong called about creating a fundraising video to help him raise money for homeowners who couldn’t afford their repairs, we were all in. The idea was to identify needs in the North Nashville community and then deploy Armstrong’s network of contractors to make reduced-cost repairs. Our role was to film the entire process for a video that would encourage donations from the community.

The Results

In addition to creating the fundraising video, Stonecastle partnered with Greer Interactive to manage a paid social media campaign around the video. The four-month ad spend on YouTube and Facebook resulted in 7,500 unique visitors to the campaign’s landing page which generated over $50,000 in donations.

"It was such a pleasure to work with Stonecastle on our video project.  The entire team was professional, efficient and delivered a finished product that exceeded our expectations. They brought a level of creativity and humanness to the video that we couldn't have achieved without their unique skills and guidance. I can recommend Stonecastle without reservation."

Aaron Armstrong, Armstrong Real Estate
Aaron Armstrong, Armstrong Real Estate