Client: Charles Sturt University
Project: Brand Video Series
CSU recognised the need to update their video offerings to be able to compete in the Tertiary Education Market, which is both savvy and prolific when it comes to producing high-quality video content. Screencraft was challenged to produce something that set a new bar in this marketplace in terms of both quality and authenticity – a dream brief for us, as that is what we love and what we pride ourselves on.
Based on the CSU’s ethos which is captured by the Wiradjuri phrase ‘yindyamarra winhanga-nha’, which means the wisdom of respectfully knowing how to live well in a world worth living in, the brand video captures the essence of what sets CSU apart from other universities – that it is true to the character of regional Australia having a strong vocational focus, a friendly culture and gumption. The core message of the brand film is that learning is about more than a degree highlighting CSU’s holistic pedagogical philosophy.
We conceived a device for the brand film of framing it within the context of a lecture; namely a ‘welcome lecture’, similar to a commencement address, but more humble and intimate – which fits with the CSU approach. The lecture is an actual CSU lecturer speaking with actual first year students about what CSU stands for and what is possible for them out of their time at university. It recalls the trope of a coach giving an inspiring pre-game speech, but when applied to the context of a three or more year degree and indeed a lifelong career, the inspiration is increased exponentially.
What We Delivered
A 2min Brand Video
4 x 3min videos on: Student Support, Community Benefits, Employers, Hands on Learning
Development: concept, scripting in collaboration; Pre-Production: scheduling and logistics consultation; Production: full film production including crew, travel and equipment; Post-Production: editing, broadcast design, colour-grading, sound design, music licensing, delivery for online and frame-grabs for accompanying material.