Saint Louis University "Be a Billiken" Theatre/TV Spot
Casting, Directing, Producing: "Be a Billiken" :30 Movie Theatre/TV Spot

High school students like going to the movies. After all, it's a relatively inexpensive outing that doesn't require mom or dad tagging along. Saint Louis University has been taking advantage of the captive teenage movie-going audience for years, but in fall 2011 and spring, we upped the game.

I was charged with working with an external agency to produce high-energy spots that celebrated the different characteristics of Billikens (SLU's mascot as well as students who attend the university). From my deep pool of student talent, I selected students that represented various majors and target market cities. I outlined the script and b-roll needs and coached the students during the shoots. I then worked with the agency to stitch appropriate footage together into a basic spot.

We weren't finished, though. While the video embedded below represents the general spot, we changed the "I'm <name> and I'm a Billiken" portion at the end to reflect whatever target market city the spot would air in. In St. Louis, Rodney says "I'm Rodney from St. Louis, and I'm a Billiken." In Chicago, it's Dan. In Dallas, it's Ashley. In the end, we had more than 10 targeted versions of the spot.

But wait, there's more! The general spot below - minus any hometown identification - aired on national CBS channels as the Billikens played during the 2012 NCAA men's basketball tournament. There's also a :60 version of the spot. I released the video to SLU's YouTube channel and promoted it on Facebook and Twitter during the games after fans buzzed on social media about seeing the ads live on tv.

This spot won a CASE (Council for the Advancement and Support of Education) award.
Hmmm... Looks like the video isn't on SLU's YouTube channel anymore. You can watch it on the Mercury Labs website -- they're the agency I worked with to create the spot. http://www.mercury-labs.com/cine/labchannel/slu-billiken-spot-stl-rodney.html
Saint Louis University "Be a Billiken" Theatre/TV Spot
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Saint Louis University "Be a Billiken" Theatre/TV Spot

I was charged with working with an external agency to produce high-energy TV and movie theatre spots that celebrated the different characteristic Read More
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