Carleton University needed a video campaign for their Communications Engineering program. Instead of highlighting all the aspects that make the school great, we went deep into why this program is important and how students with this degree can make an impact on the world. Our process after defining the why is creating the how. How did we communicate this to their audience? To appeal to their very tech-savvy audience, we structured our edit to be fast-paced, tech-focused, glitchy, and a complete internet overload. Real graduates, professors, history about communication and examples provided the audience with all the info, but we kept them engaged with expression and style.
Knowing where this campaign would be advertised was important in this process; it allowed us to define concepts and cuts that are effective for their appropriate platforms – the big screen at Cineplex, the small screen in your living room and the even smaller screen in your hand. By taking a creative approach instead of a strictly factual, informative direction, the video peaked interest and generated a positive response for the program. Reach out if you’re interested in learning more about the success of this campaign!