Overview
This integrated marketing campaign was developed to introduce the technologically groundbreaking West Coast University campus in Richardson, Texas. The centerpiece was a 60-second spot following "a day in the life" of Sarah a real-life student — showcasing the campus facilities, technology, and innovative, student-centric approach through an authentic narrative lens.
Challenge
Create compelling visual storytelling that would:
• Highlight the innovative features of the new campus
• Establish an emotional connection with potential students
• Maintain authenticity by exclusively using alumni rather than professional talent
• Complete production within tight timeframes and shifting conditions
Process
Conceptualization & Planning
• Developed the "day in the life" narrative concept to create relatable, human-centered storytelling
• Created comprehensive storyboards visualizing the hero's journey through the campus
• Wrote a script that balanced technical healthcare information with emotional storytelling elements
• Coordinated with the Alumni team to secure 10 participants for the planned 3-day shoot
• Established shot lists prioritizing both motion and still photography needs
Production Solutions
• Pivoted swiftly when a snowstorm reduced our 10 alumni participants to just 3 and compressed a 3-day shoot into a single day
• Partnered with Scott Montgomery Photography to establish an efficient workflow: set scene → shoot motion → capture stills → move quickly to next location
• Maintained creative vision despite severe time constraints, with two participants available for only 4 hours
• Prioritized essential shots in real-time while preserving the narrative continuity of Sarah's journey through campus
Results
The completed campaign successfully:
• Delivered a cohesive 60-second CTV spot highlighting the campus innovations
• Created authentic visual storytelling featuring real alumni and staff
• Produced high-quality photography assets for multi-channel distribution
• Demonstrated exceptional adaptability, turning potential disaster into creative success
Key Skills Demonstrated
• Conceptual development and storyboarding
• Script writing for emotionally resonant healthcare marketing
• Crisis management and production pivoting under pressure
• Talent direction of non-professional subjects
• Multi-format visual asset creation (motion and still photography)
• Cross-functional team collaboration
Client Impact
The "Day in the Life" campaign successfully showcased West Coast University as the innovative leader in educational technology and a student-centric learning environment. Student enrollments increased 27% in the first year, continuing to grow year after year, ultimately leading to further campus expansion in the Richardson area.