Campaign with film & event
as: Creative Director
To help a disconnected high school relaunch their homecoming spirit week, we interviewed students about what made them most proud about their school, and unrolled their answers with a film and a flash-transformation of the school during the film's synchronized release.
Result: Highest-attended homecoming week ever. A tradition established. Gold Peer Award from the Television, Internet & Video Association of DC.
Pre-Release
We first released a comical teaser on social media to generate buzz in the student body. Sure enough, within one night the Teaser was shared across Facebook, Instagram, Twitter and of course, Yik Yak. With the teaser we also introduced the hashtag #BaronPride, the center piece to our year-long school spirits campaign.
Print Campaign
Then on Monday, the week of Homecoming, posters begin to mysteriously appear across the school. Athletes begin to change their profile pictures to the BaronPride versions. We progressively introduced the posters, adding 2 sets everyday until the Wednesday of that week.
Social Media
In addition to these portrait posters, individual athletes begun to changing their profile pictures on social media and using #BaronPride as the tag connecting each other.
Release and Distribution
After a week of suspense, and tons of chatter across all platforms, during class on Wednesday all teachers were sent the link to the main #BaronPride video. We then announced across the schoolwide broadcast system for all teachers to open the links. With the hype built up by the teaser and mysterious poster appearances, within minutes some 2000 students were all watching the same video.
Our team (myself included). From the left:
Katie Weber - Line Producer & 1st AD
Alyssa Alfonso - Photographer & Art Director
Jeff Fan - Executive Producer, Cinematographer & Director
Audrey Hersman - Photographer & Art Director
Maria Pavlova - Photographer & Production Designer
Orlando Pinder - Cinematographer & Second Unit Director
The campaign was a great success. Both Homecoming Game and Homecoming Dance received unprecedented turnout, and the term #BaronPride recurred again and again in both student posts and official outlets.
#BaronPride became an established series, with tributes made to this day. A few include:
