When the CNN News Group decided to change the primetime format of CNN Headline News after 23 years on the air, they knew they would need some clutter-cutting creative to get the word out. So the CNN on-air promotion department turned to Springboard Creative to concept, script, shoot and edit a breakthrough campaign to introduce two new appointment viewing programs: Nancy Grace and Showbiz Tonight.

In order to showcase Nancy's shoot-from-the-hip attitude and her distinct expertise in the legal arena, Springboard hired Atlanta's Barefoot Films to shoot her on 35mm film. Director Lance Russell and Springboard's creative director Rick Salcedo set Nancy in the Sopranos courtroom in Yonkers, NY. There she delivered her impassioned views on today's legal system, her disdain for sleazy lawyers and her "throw the book at 'em" attitude toward criminals. After transferring the film at Atlanta's CineFilm with senior colorist Ron Anderson on a Grass Valley Datacine, it was off to Elevation for the post with talented designer/owner Steven Cocks on the Flint. Add an original score from Elevation's John Lambert and the voice of Law & Order's Steve Zirnkilton, and the result was a package of promos that sold viewers on the passionate Nancy Grace. As a result, Nancy Grace debuted with ratings three times the network's previous performance in the time slot.