Ad Campaign
Print / Digital Ads
From Vision to Reality
Mount Saint Mary's University Los Angeles
4% Increase
Digital Ad CTR
3% Increase
Website Leads
Role
Concept Designer
Production Design
Client
Deliverables
Display Web Ads
Magazine Print Ad
Proposal Presentation
Overview
Mount Saint Mary University in Los Angeles (MSMU) successfully launched their MFA in Film, Television, and Photography program in 2014. This graduate program allows students to direct and crew on a variety of movies while learning from professional filmmakers. MSMU hopes to increase engagement on their website (and create leads) by advertising their program in "The Wrap", an American multi-platform media company covering entertainment and media via digital and print.
Approach
MSMU needs a campaign that highlights the work of its the students and faculty. The goal of this advertisement campaign is to entice prospective students to learn more about the MFA program and apply. I conducted some research into previous ad campaigns from not only the Film Department but MSMU in general. I studied what MSMU's competitors were creating and sought to avoid elements that weren't working.
Digital Ads and Print Design
In beginning my concept design, I organized a moodboard with different imagery and ad examples to help narrow some possible directions. When thinking about film, some terms come to mind: movement, fusion, camera, lighting, spotlights, and brightness. Some competitors' marketing campaigns used "stocky" imagery and usually contained dark colors. I wanted to do the opposite and design something colorful and bright. Using MSMU's brand colors, I created a color gradient that represents a camera lens flare along with "spotlight" imagery. Below is the ad feature in The Wrap for the October 2023 issue.
