SMU Affirmation Campaign for Freshmen
Creative Agency: HAVAS (Black Mongrels)
8 seconds - that’s the attention span of an average ad viewer on social media. With this hard figure in mind, a ‘One Word Narrative’ concept was born, where a short yet impactful narrative was used to capture attention while fulfilling SMU’s brief of addressing the characteristics of joining SMU. This strategic direction also fulfilled 4 different pillars of SMU, i.e. Personal Development pillars, People (Friendship) pillars, Education pillars and Lifestyle pillars.
Within each pillar, different scenarios and words were created with text over video as a representation. For e.g. [Give] which is under Personal Development pillars would cover community services involvement as a student, and [Laugh] which is under the Friendship pillars encompasses the friendship made in school etc.
The video managed to capture the essence of SMU’s core beliefs in making a student’s life journey on campus a meaningful one.
In this project, I was involved in creating the storyboard but the final video output was edited by a post-production company, CAPTURED.
The approved video was then adapted for Instagram stories.