WXII

When Cory McRae, creative services director at WXII, Hearst’s NBC affiliate in Winston-Salem, N.C., sat down to write the script celebrating the station’s 70^th anniversary, he had one person in mind. Chris Paul “is an NBA star and a local hero.”

“We write, perform and record our own songs,” says Cory McRae, the creative services director for WXII. “What more do you want from your creative team?”

The set was designed by Devlin Design Group, an award-winning national set design company. Free Lance Staging, owned by Caleb Kennedy and located in Thomasville, North Carolina, was among the companies hired to bring the design to completion.

At the Promax Station Summit last week in Las Vegas, attendees filled the room for the session Zero Budget Magic, to see how imagination, and little more, is the only currency allowed in spots submitted from stations across the country. Here are all 40 of them.