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JMU UREC A/V Campaign
In an Elements of Creative Advertising class, we were tasked with creating an ad campaign for a resource that JMU offers, targeting a specific audience of gluten-free college seniors. I worked with Kaylee Brown and Teagan Winn on this project. We chose to market the University Recreation Center Demonstration Kitchen and created a video and audio ad to go along with this campaign.
Project Steps
Research
When researching our audience, we found that a main problem was the lack of gluten-free options on college campuses. They feel as though it is hard to find quality food after leaving their childhood home. There are also social difficulties that follow as they are unable to eat with their peers everywhere. Most of the audience that we interviewed said they had never heard about the UREC Demonstration Kitchen, and if they had, they did not know they offered classes for individuals with dietary restrictions. Our campaign focused on solving these issues.
We chose the big idea of Your Future Self Will Thank You and
Set Yourself Up For Success.
Storyboards
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Rough Drafts
Final Ads
Our final ads, audio then video, are pictured below. Each of our ads were filmed and edited completely by our group, allowing for experience in each aspect of the process. We chose to focus on creating an upbeat tone, using music and relatable dialogue that would connect to our audience.
Reflection
Through this process I gained skills in video and audio editing within Adobe and Audacity, which has helped me in being able to successfully complete the videos that I shoot. It gave me experience in adding voice filters, and making a montage that flowed, both of which are vital parts of A/V ad creation.