"The 30-second broadcast spot was produced as part of an ongoing brand campaign based on the idea of “expectancy.” The concept for the commercial was to show students in action, but cut to the next scene before you see the outcome, ending or result. This pattern builds excitement, keeping the audience engaged throughout and then closing with an invitation to “come see what’s next.”
There is no music or voiceover track, so the soundscape needed to be strong enough to carry the commercial. There was much planning during pre-production to get the right scenes and sequence of shots to flow together visually and audibly. It was difficult to find shots so the viewer would understand what it going on without seeing the action all the way through. We wanted the spot to be cinematic without seeming overproduced, making it feel more authentic and visceral."
From the Judges
The judges were thoroughly impressed by the attention to detail in this nomination. The extra focus on sound design really made the video stand out, creating an immersive experience for the viewers. Additionally, the use of the school color in the color grade was a great touch that further emphasized the branding of the institution. The judges especially loved the technique of cutting to the next scene before revealing the outcome, which created an exciting and engaging viewing experience.
