THE OBJECTIVE
I produced this 30-second broadcast commercial to highlight New England Tech’s transition from a commuter-based school to a full residential campus. The goal was to shift the brand narrative toward a modern “lifestyle” experience without losing the focus on technical academic excellence.
THE STRATEGY
Visual Scale: I used sweeping architectural shots to showcase the size and modern design of the new residence hall and student centers.
Student Lifestyle: I focused the lens on the “human” side of the campus—gaming lounges, fitness centers, and social common areas—to appeal to a younger, residential-seeking demographic.
Pacing: The edit is tight and high-energy, designed to keep a broadcast audience engaged while delivering a clear message.
TECHNICAL EXECUTION
Cinematography: Captured a mix of interior and exterior action shots, including the campus koi pond and dining facilities, to create an authentic sense of place.
Post-Production: Integrated professional voice-over with a clean graphic system, including lower-third identifiers and a strong call-to-action for recruitment.
THE OUTCOME
The commercial successfully repositioned the university as a destination institution. It provided the marketing team with a high-quality asset for regional broadcast and digital campaigns, bridging the gap between New England Tech’s technical prestige and its new world-class residential identity.
