International Student Campaign Series
To support the University of Melbourne’s international student recruitment campaigns, we captured a series of short interviews with current students, in authentic ‘content bites’ that build on the university's existing digital content library to support social media posts, EDMs, and additional digital placements.
Client
The Faculty of Arts Marketing & Communications Team,
The University of Melbourne
Style
Interview Style | Education | Social Media
The Faculty of Arts Marketing & Communications Team,
The University of Melbourne
Style
Interview Style | Education | Social Media
The Brief
Maintaining a consistent stream of video-based social media content, embedding video into EDMs, and developing targeted video-based adverts requires an ever-green content library of diverse assets, built to the same visual character, and developed to specific brand standards. We partnered with the University of Melbourne to build their content library in support of their international student recruitment campaigns, capturing short interviews with real students, for country-based campaigns.
Finding the Interesting
For this project, rather than directing a stylistic narrative, our role was to partner with the University’s marketing team as their production partner.
Our role was to undertake the rapid filming of over 15 students’ experiences with the University – from application to their course, the appeal of a new city, their learning experience, and the vibrant student culture. It was critical to ensure the assets captured could mold to different platforms in post-production – from widescreen presentations to platform-specific social media placements (for example Instagram posts, or reels). To ensure the asset was diverse and served multiple purposes, we filmed with a large clear space around the subject to ensure the asset remained agile.
We kept our on-set production team and gear light, managing both the fast-paced nature of location changes, volume of students that needed to be filmed, and to manage the client’s budget.
Creative Output
Building agile assets as part of a content library requires a different approach to highly brand-focused narratives that require a large investment in briefing, and concept development. For this project, our team delivered a large body of video assets in a short period of time. We empowered the university’s marketing team to turn around social media and other recruitment assets to market quickly, with minimal intervention required from the library to the marketing platform.