Background
The HBCU CDM holds an annual career fair with about 300 attendees every year. We had partnerships with nearly 40 HBCUs in the United States. The goal was to create a video showcasing previous attendees' anecdotes and allowing them to reflect on their experiences.
Initial Concept
Initially conceived as a pitch for an online video ad for the HBCU Portal—a platform that digitally connects recruiters with HBCU students—this project evolved into a compelling commercial video through a reimagined creative direction.
Early video concept of HBCU Portal ad
What was the creative process like?
The creative process can be broken down into four phases:
Ideate: Consulted with the CEO and the marketing director over the logistics of what needs to be included in the video, including the length, deadlines, and general art direction.
Decide: We meticulously drafted a storyboard to outline and visualize the end product, ensuring a clear path for the project.
Prototype: Drafted rough cuts of the video that went through several revisions based on feedback from the board members.
Deliverables: 3 - 4 minute video + 3 Instagram Reels
Storyboard
Deliverables
