Charleston’s Craft Creative Helped Turn 'All Nines' Into a Household Phrase for George Sink Injury Lawyers
George Sink of George Sink Injury Lawyers
A decade-long creative partnership shows how premium video production and consistent brand storytelling can fuel multi-state growth.
CHARLESTON, SC, UNITED STATES, January 12, 2026 /EINPresswire.com/ -- In personal injury advertising, most messages blur together. But in South Carolina, one phrase has stuck for years: “All Nines.” It’s more than a slogan. It’s a memory trigger tied to George Sink Injury Lawyers’ 999-9999 phone number, and it has become part of the region’s everyday vocabulary.
Behind that brand platform is Craft Creative, a premium video production company based in Charleston, South Carolina, and a subsidiary of legal marketing agency VIP Marketing. Craft Creative has served as the creative and production partner behind George Sink Injury Lawyers’ major campaigns for more than a decade, including the development and ongoing execution of the “All Nines” creative approach.
“Your creative is worthy of national attention,” said George Sink, founder of George Sink Injury Lawyers, reflecting on the long-term partnership and the creative work that helped elevate the firm’s brand recognition across multiple markets.
From A Phone Number To A Brand People Repeat
Repetition has always been part of advertising, but it only works when the message is easy to remember and enjoyable to recall. Craft Creative helped shape “All Nines” into a simple, repeatable idea that could hold up across years of campaigns without losing clarity or identity.
Rather than treating the phone number as a small detail at the end of a commercial, the creative strategy built the number into the center of the brand. Over time, “All Nines” became synonymous with the firm itself, giving audiences a shortcut to recognition and recall.
“Great advertising does not just get seen. It gets remembered,” said Eric Elliott, Founder of Craft Creative and VIP Marketing. “We focused on building a platform that could grow with the firm, stay consistent across markets, and still feel human. ‘All Nines’ is what happens when creative is treated as a long-term brand asset.”
Craft Creative credits the durability of the campaign to a strategy-first process that prioritizes discovery before production. That includes understanding what the firm stands for, how the market perceives it, and what message can be owned with confidence.
From there, the team develops concepts designed to scale across channels and time, then executes through a structured workflow that includes creative direction, pre-production planning, production execution, and disciplined post-production. This approach is especially important for law firm marketing videos, where trust, clarity, and consistency matter as much as visual quality.
Creative Recognition Within The Legal Marketing Community
Over the years, Craft Creative’s work has been recognized within the legal marketing community, including multiple Golden Gavel Award nominations tied to campaigns produced in partnership with VIP Marketing and its clients.
“When you build creative that performs year after year, it tends to get noticed,” Elliott said. “But what we care about most is whether the work helps the firm stay top of mind for the people who need them.”
As George Sink Injury Lawyers expanded into additional markets, the brand needed to travel. Craft Creative says this is where a strong platform proves its value. A cohesive campaign helps introduce the brand, establish credibility, and build recall quickly, while still allowing room for fresh creative.
A Charleston Team On A National Stage
Craft Creative’s success with the “All Nines” platform highlights Charleston’s growing creative footprint. While large-scale campaigns are often associated with major production hubs, Craft Creative has shown that high-performance creative can be developed in Charleston and deployed across multiple states with consistency.
“We’re proud to be based in Charleston,” Elliott said. “This city has talent, taste, and a growing creative community. We’ve proven you can build work here that competes anywhere.”
About Craft Creative
Craft Creative is a premium video production company based in Charleston, South Carolina. As a subsidiary of VIP Marketing, the company specializes in high-performance video production and legal marketing campaigns designed to drive recall, trust, and market presence.
About VIP Marketing
VIP Marketing is a legal marketing agency that helps law firms grow through strategy-led creative, branding, and digital marketing services, including SEO, paid media, and video-first campaigns.
About George Sink Injury Lawyers
George Sink Injury Lawyers is a personal injury law firm serving clients across the Southeast. The firm is widely recognized for its “All Nines” brand platform tied to its 999-9999 phone number.
Eric Elliott
Craft Creative (VIP Marketing)
+1 843-804-9470
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10 Years Partnership | George Sink Injury Lawyers and Craft Creative
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