JUSTIN LUND
Creative Director & Brand Storyteller
FOX 9 All Day | FOX 9 (2026)
Reimagining local news for modern audiences. A live conversation, not just broadcast.
Overview
COMPANY: FOX 9 KMSP-TV, Minnesota
ROLE: Freelance Video Producer & Editor
PROJECT TYPE: News Brand Launch, Streaming Promotion, Broadcast Campaign
PLATFORMS: FOX 9, FOX LOCAL, FOX Web
PRIMARY GOAL: Introduce FOX 9 All Day as a new hybrid news format built for traditional viewers and streaming audiences
KEY WORK: Campaign strategy, interview-based story development, scriptwriting, editing, promotional packaging, multi-format deliverables
DELIVERABLES: 5 full-length spot campaign, with cutdowns for each
ROLE: Editor
VIEWER ENGAGEMENT
LIVE NEWS
The Challenge
As viewing habits continued to shift toward streaming and personality-driven content, FOX 9 launched FOX 9 All Day, a new hybrid news format designed to work across traditional television and the evolving live-streaming world on their streaming platform and app, FOX LOCAL.
The show took a noticeably different approach from a standard newscast. It was less rigid, less heavily scripted, and more open to longer conversations, live interaction, regional storytelling, and relaxed on-air chemistry.
The challenge was helping viewers understand what made the show different and how it provided a distinct value in changing viewing behaviors.
It was a new format with a different pace, tone, and relationship with the audience. The campaign needed to explain that shift clearly while still making the show feel familiar, credible, and worth watching.
The Strategy
The strategy was to build the campaign around the show’s personality and purpose, not just its airtime.
Instead of treating FOX 9 All Day as a traditional newscast launch, our approach focused on the reasons the format was created: more conversation, more flexibility, more viewer connection, and more room to explore stories beyond the limits of a fast-paced broadcast.
Each campaign spot was built around a different pillar of the show. One introduced the program's overall tone and chemistry. Others focused on live breaking news coverage, regional headlines, viewer engagement, and the show’s ability to slow down and go deeper on stories that mattered.
The goal was to position FOX 9 All Day as news with more breathing room: still timely, still useful, but more human and conversational.
DEEPER CONVERSATIONS
REGIONAL HEADLINES
My Contribution
FOX 9 brought me in to create a large-scale promotional campaign spanning television, streaming, and web.
I worked primarily from raw interviews with the show’s lead talent, including respected Twin Cities journalist Amy Hockert, and shaped the campaign messaging from that material. Rather than starting with a finished script, I built the structure of each piece by finding the strongest ideas, emotional hooks, and personality moments inside the interviews.
From there, I wrote, edited, and produced five full-length feature spots, along with more than 15 campaign deliverables across various formats and runtimes.
The final campaign created a complete picture of the show, giving FOX 9 a range of assets to introduce its tone, explain its value, and support the rollout across broadcast, streaming, and digital platforms.
One of the most important parts of the work was making the format feel easy to understand. FOX 9 All Day was not trying to replace traditional news. It was expanding what local news could feel like when built for a more flexible viewing world.
What I Gained
FOX 9 All Day strengthened my ability to build a campaign around a product that was still new to the audience.
The project pushed me to turn raw interview material into clear campaign messaging, shaping unscripted thoughts into polished promotional stories without losing the natural personality of the talent or the show.
It also reinforced how much local news promotion has changed. Viewers are not only choosing between stations anymore.
They are choosing between platforms, formats, habits, personalities, and how much time they want to give a story.
This campaign helped me think more deeply about how to promote media products built for that shift. It showed me how to explain a new viewing experience in a way that feels simple, human, and connected to real audience behavior.
