More Than a Degree 2016

More Than a Degree

Southern New Hampshire University

Since my first day in the advertising business, I’ve wanted to take lead on a TV campaign. I thought it would be great to come up with the concept, and have my hand in a bit of every part of the project as it goes from idea to execution.

This campaign was the fruition of that goal.

I had been at SNHU for 3 years, and watched everyone on my team (the group responsible for our national TV and digital video ads) come up with a campaign, take on lead on it, etc. So, to get this opportunity was a big deal for me. Not only because of the work context, but because I've been wanting to make TV commercials since I was a kid. And everytime I get to play a bigger role on a TV project, especially when it's on a national stage, I feel like I get a little closer to satsifying my early aspirations.

When it finally rolled out, and aired nationally, I can't say it looked and felt how I originally wanted it to. But, I had some incremental victories, and accomplishing your goals—sometimes at a glacial pace—is what this industry is all about.

Roles & Responsibility: Concept, Writer, Art Director, Video Editor

Umbrella Commercial

This commercial basically sums up the big idea behind the campaign: At Southern New Hampshire University, a degree is more than a piece of paper. This was our attempt at taking our brand past graduation—where we had focused for years—to remind the world what life after graduation could look and feel like.

Roles & Responsibility: Video Editor, Colorist, Directed VO Talent, Art Direction, Writer.

Nonprofit Work Commercial

Sarah is an SNHU alum doing big things with her degree. This commercial is a peek into that world.

The aim of this spot was to show how big of an impact some of our students are having on the world with an SNHU degree. So, we naturally wanted this story to feel big, but, also match our authentic, docu-style feel from past commercials. So, we followed Sarah to Africa in February 2016, ditched the Alexa and picked up the C300 as she led a 10-day service trip to Rwanda, beginning construction on a school and a mental health clinic for the local population.

Though part of my campaign, this spot was edited my fellow co-worker, Elyse Ruback.

Nursing Commercial

Bonnie was our attempt to connect a little better with our local population. Often times our target goals appeal to a more ambitious, lofty crowd. But our nursing program was on the up and up, and we wanted to target the everyday, New Hampshire nurse who wanting to increase their pay and skill set.

This spot was edited by my fellow co-worker, Scott Chamberlain.

Innovation Commercial

This spot centered around a future SNHU alum, who was already using his degree program to help an industry innovate in a big way.

Neil was working on the front of lines of the "Internet of Things" for Wind River, a subsidiary of Intel. We wanted to show all the future MBA's what was possible with a little help from the SNHU business curriculum.

Roles & Responsibility: Video Editor, Colorist.