The “Writing is Not a Hobby” campaign grew out of some hard-won personal experience I had as a graduate of Vancouver Film School's one-year Writing for Film & Television program. Although the program's intensity and effectiveness was well known within institutional and alumni circles, we had yet to accurately express this to the outside world. This campaign changed that.
Using an aggressive tone that matched the demanding curriculum, we framed the VFS Writing for Film & Television program as the most intense and meaningful experience available to an emerging screenwriter anywhere. I've personally met numerous VFS students (from multiple programs) who said this was the ad that convinced them to enroll.
In Winter/Spring 2011, this ad ran in Script magazine and later in Creative Screenwriting magazine.