To raise awareness for Ryerson University’s new four year professional music program in the Faculty of Communication and Design, the team created a promotional video that would generate excitement and drive prospective students to learn more. To convey all elements of the holistic program, the video had to incorporate elements of production, performance, tech, entrepreneurship, audience engagement, festival planning and beyond, reinforcing the program’s positioning as innovative, unique and suitable for anyone with a passion for music. Energetic photographs and video clips with typographic animation were introduced to help elevate the visual storytelling and attract the attention of the target audience during a time when face to face recruitment activities were not possible. The video achieved over 60,000 views on social media, and targets were met for candidate applications and enrolment in the program’s inaugural year.

CREDITS:

CREATIVE DIRECTORS: DAN COUTO, SABIHA SMITH

ART DIRECTOR: NIK FIRKA RGD

MARKETING DIRECTOR: JIM WENTZELL

MARKETING OFFICER: KRISTEN GEIGER

COPYWRITER: ERIN SACCOMANO

VIDEO DIRECTOR, EDITOR & ANIMATION: NIKITA OVSYANNIKOV