Having generated good buzz with the Annual Fund campaign we’d created previously for this independent middle and high school in the Valley, Chaminade then asked us to produce a set of four videos for their admissions office. Since potential Chaminade students are often 13 or 14 years old, these web videos had to be infused with a contemporary, energetic sensibility that would appeal to a teenager — not just their parents.
To create these videos we spent more than two weeks on campus, dividing our time between interview sessions and filming on-location. Themes for the interviews were worked out collaboratively with Chaminade, with Dog Ear leading the actual filmed discussions. The best footage anchors each video, forming the narrative backbone — both on camera and in voiceover. The real alchemy comes later though, in editing. That’s where the right clips, voices, graphics, and music all come together to become something truly evocative, with real emotional resonance.