Video
July 2023
What do you do when you need to create an ad spot on a shoestring budget? You comb your existing b-roll, find a great audio track, and design an exciting text treatment! Created as a temporary “bridge” between official brand commercials, this advertisement kept Loyola University Chicago’s look in the market fresh.
In 2023, Loyola University Chicago hadn’t updated its brand commercial in four years, and we knew it was time for a refresh. Concepting and producing a feature spot is a lengthy process, however, so in the interim, we decided to create a “bridge” commercial—something new and exciting that we could produce entirely in-house for a low cost. We also wanted this commercial to connect with our existing “We Are Called” advertising campaign, which promotes way Loyola students use their education to make a difference, but refreshed the existing look.
The "We Are Called" campaign helps promote the way Loyola students use their education for social justice; this commercial tied into the broader campaign.
I worked on this project with one other collaborator, who began the process by pulling pieces from Loyola’s b-roll library that hadn’t been frequently used in existing advertising. After assembling a rough cut, she handed off the project to me. My role was to create a text treatment that could tie the footage together and create a loose narrative. After landing on an approach, I began animating the text, paying particular attention to how it aligned with the audio track we had chosen.
We created a Spanish version of this advertisement that was placed through Telemundo.
Differences in word length required slight tweaking on the scale of typography.
This commercial is bold and exciting—like Loyola students, it creates an impact. Using existing resources and virtually no additional budget, we were able to cut 0:30, 0:15, and Tiktok advertisements that put a renewed face on Loyola in the market. We also created Spanish language versions of these advertisements that were placed with Telemundo as part of the university’s ongoing efforts to engage with diverse audiences.
