A heads up for academic excellence
Clemson University needed a bold academic brand campaign to showcase the groundbreaking research led by its exceptional faculty. The strategy zeroed in on academics, placing branded features in top peer magazines, the go-to read for university faculty. These profiles drove traffic to dedicated landing pages with exclusive video testimonials from Clemson’s pioneering experts, highlighting their cutting-edge work in their fields.
Produced while still social distancing during the pandemic, I developed the concept for and art directed this broadcast television spot for Piedmont Healthcare. Traditional video shoots were not possible, so I selected stock footage curated to create a cohesive production quality complimented by custom screen graphics and titles.
I developed "Head On" to capture the unwavering determination with which the university tackles challenges. I led the photo and video shoots, crafting powerful visuals and interviews to bring the campaign to life.
After compiling the assets, I crafted the periodical placements and responsive landing pages. I also edited each faulty member's features using footage from our shoots.
Tracking unique visitors to the campaign URL revealed strong interest from academic peers in Clemson faculty's work. After the launch, donations to the featured programs surged.
