The Brief:

• To create a series of dynamic and high paced videos that showcase the vibrant student life and diverse academic experiences at City, University of London. The videos aim to attract prospective students and influencers, highlighting the unique aspects of City through the narrative of six hero students, representing each of the six Schools.
• The videos form the primary assets for City’s recruitment campaigns in 2024/25, which feature across their primary advertising platforms (Facebook, Instagram, Youtube, Snapchat and TikTok) and on their campaign landing pages. 
• The videos need to standout in the feed and should be exciting and energetic.
• Visually, the videos should align with the prospectus based on the theme ‘Think Big. Think City’.
  

The Outcome:

• An exciting and engaging video series that uses a mixed media approach of live action and animation to tell a compelling story of our six hero students. 
• For each of our six hero students, we structured their stories into two phases. In the initial phase (awareness), we introduce them while highlighting the key strengths of City. Moving into the next phase (consideration), we dive deeper, offering a closer look at each School’s academic specifics and experiences. This approach aims to first captivate interest and then encourage thoughtful consideration, guiding prospective students through their educational journey at City.
• We worked with City’s existing visual identity and brand assets to animate them into the scenes.
• A cohesive campaign that ties into the wider multi-channel recruitment campaign for “Think Big. Think City.” Providing digital video assets for all social media platforms as follows:
• 1x 30s hero film
• 12 x 15s short form adverts
• 49 outputs across 16:9, 1:1 and 9:16 aspect ratios.

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