A heads up for academic excellence
Clemson University was looking for a new academic brand campaign to raise awareness about the innovative work being done on campus by exceptional and driven faculty. The strategy included targeting fellow academics by marketing the brand in the most widely-read resource among university faculty – peer magazines. Branded feature profiles drove traffic to corresponding landing pages through unique URLs that included extended length video testimonials from Clemson faculty members doing specialized work in their field.
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 created the concept “Head On” to encapsulate the determined spirit with which the university and its people meet challenges. I planned and art directed photo and video shoots to create the imagery and interviews that would round out the campaign.
Once the assets were compiled, I designed the periodical placements and related responsive landing pages. I also edited the view features for each faulty member using the footage from our shoots.
Tracking unique visitors to the campaing URL proved there was a lot of interest among academic peers in the work the Clemson faculty was doing, and after the campaign was launched, donations to the featured programs increased.
