Metropolitan State University of Denver’s Strategy, Marketing and Communications team was asked to develop a video to kick off the institution’s refreshed brand campaign. Rather than spending an exorbitant amount of money to work with an outside vendor—and possibly winding up with something that felt manufactured, typical or inert—the team jumped at the chance to create an authentic, representative video within an extremely tight time frame and at virtually no cost to the institution. The team pulled most of the b-roll from the university’s existing video library—footage shot in-house for brand-journalism news stories—to match the script and cover the voiceover. There is no stock footage in the video, which gives it an authentic feel that matches the journalistic approach we use in nearly all of our storytelling.
From the Judges
The clearest example of a small marketing and communications team maximizing student talent and available resources to create a competitive institutional spot for their school.
