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The "Heart of Boston"
5 Tool began the pre-production on this project in October and finalized all deliverables in early February. We focused on how Boston is a city famous for its history, renowned hospitals, education, athletics, etc., and how students are learning in the perfect environment to be fully prepared when entering the professional world.
We began with the overarching brand video. The team worked together to create a script that highlighted all the key points and areas of interest that the client was looking to touch upon. We scouted the most well-known sites of Boston and aligned them with the script. We even created a few pieces of apparel with the Heart of Boston logo on it to help drive the messaging home. Branded items like a backpack, hat, and a sweatshirt were all worn by participants in the video. This created a subtle reminder of the brand throughout the video.
In addition to our standard cinematic style filming, we chose to use a 360 camera for parts of the video to give a more immersive look. The intent was to make the viewer feel as if they were the student in the shot. The Emmanuel students wore the Heart of Boston apparel in each 360 camera angle to carry the theme throughout the piece.
The individual student stories featured five students within the schools of Business & Management, Education, Humanities & Social Sciences, Nursing & Clinical Sciences, and Science & Health. Instead of a script, we used natural soundbites from our interviews. We asked each student why they chose Emmanuel, how their education in this location is propelling them toward success, and more. This provided a genuine perspective from current students across all four years. We edited each video to be unique to the student and their experience, but each was brought back to the theme by asking “Why do you think Emmanuel is the Heart of Boston.” We also had them all repeat the same final sentence, as another tie to the brand video.
Graphics play a crucial role in enhancing the visual appeal and storytelling power of a video project. Graphics help maintain viewer engagement and ensure the message is easily understood. In branding and marketing videos, consistent and professional graphic elements also strengthen brand identity, lending credibility and polish to the overall production, making them a vital tool for effective storytelling.
We used the Heart of Boston logo as a constant in all of the looks, but had a few versions with just the heart and others with the highlighted department with the heart for some variety. The use of graphics was especially helpful to show the range of students quickly and clearly. For the overall video, the graphics were quicker, some more in your face and some were more subtle, but was connected all with this graphic and by one heart and used to connect all videos.
Here are some examples of the on-screen text:
