Tufts Admissions
To prospective students, college ads blur together after a while. They focus too much on being "better" than others and too little on being different. My job was to help Tufts stand out in the sea of sameness.
My Role
I worked in creative production for the Tufts University Office of Admissions for two years, during which I spearheaded original multimedia marketing campaigns to support the university’s positioning with differentiated messaging. I engaged in cross-functional strategy development and collaborative review of advertising content with our internal client team of students, faculty, staff, and administration, ensuring that our marketing was on brand, relevant to prospective applicants, and consistent with what we uniquely delivered on campus.
Tufts Admissions
To prospective students, college ads blur together after a while. They focus too much on being "better" than others and too little on being different. My job was to help Tufts stand out in the sea of sameness.
My Role
I worked in creative production for the Tufts University Office of Admissions for two years, during which I spearheaded original multimedia marketing campaigns to support the university’s positioning with differentiated messaging. I engaged in cross-functional strategy development and collaborative review of advertising content with our internal client team of students, faculty, staff, and administration, ensuring that our marketing was on brand, relevant to prospective applicants, and consistent with what we uniquely delivered on campus.
Tufts Admissions
To prospective students, college ads blur together after a while. They focus too much on being "better" than others and too little on being different. My job was to help Tufts stand out in the sea of sameness.
My Role
I worked in creative production for the Tufts University Office of Admissions for two years, during which I spearheaded original multimedia marketing campaigns to support the university’s positioning with differentiated messaging. I engaged in cross-functional strategy development and collaborative review of advertising content with our internal client team of students, faculty, staff, and administration, ensuring that our marketing was on brand, relevant to prospective applicants, and consistent with what we uniquely delivered on campus.
We Got [You]!
The application process revolves around impressing universities in the fall, but the tables turn in the spring when admitted students choose where to matriculate. I produced this musical ad to say we know how big a commitment this is, and this is how much it means to us when you click that button!
Role: Writer/Lyricist, Director, Editor
Making "We Got [You]!"
Watch our process behind the scenes, including an homage to the choreography made famous by Anne Reinking in ANNIE (1982).
"I just showed it to Annie and she loved it. Thought it was extremely special and a lot of fun. Particularly loved the ending! Bravo!"
-Anne Reinking's husband Peter Talbert, who graciously shared with me her joyful seal of approval shortly before she passed away in 2020
Why Tufts?
There are a million answers to the classic essay question, and we wanted to showcase this variety. While I hoped listeners might identify with specific interests mentioned, I also wanted to illustrate how the campus's diverse population still told one cohesive story. Here is the master cut (above) and two recut pool-outs (below).
Role: Director, Editor
What Tufts Feels Like
I was tasked to direct this 60-second spot on behalf of Tufts for QuestBridge, which provides financial support for outstanding scholars from low-income backgrounds. Rather than focus on easily Googleable superlatives, I teamed up with a cohort of QuestBridge recipients to distill the feeling of joining our community.
Role: Writer, Director, Editor
The Real Reel
As a student working for Admissions, I recalled how cleansed and staged other schools' materials had seemed when I had been an applicant, so I pitched this campaign to deliver raw clips instead. I led the team in producing 16 segments, which were the centerpiece of the Discover Tufts homepage for four years.
Role: Producer, Editor
Results
13% lift in applicants (+2600)
Estimated 10% increase in yield
We Got [You]!
The application process revolves around impressing universities in the fall, but the tables turn in the spring when admitted students choose where to matriculate. I produced this musical ad to say we know how big a commitment this is, and this is how much it means to us when you click that button!
Role: Writer/Lyricist, Director, Editor
Making "We Got [You]!"
Watch our process behind the scenes, including an homage to the choreography made famous by Anne Reinking in ANNIE (1982).
"I just showed it to Annie and she loved it. Thought it was extremely special and a lot of fun. Particularly loved the ending! Bravo!"
-Anne Reinking's husband Peter Talbert, who graciously shared with me her joyful seal of approval shortly before she passed away in 2020
Why Tufts?
There are a million answers to the classic essay question, and we wanted to showcase this variety. While I hoped listeners might identify with specific interests mentioned, I also wanted to illustrate how the campus's diverse population still told one cohesive story. Here is the master cut (above) and two recut pool-outs (below).
Role: Director, Editor
What Tufts Feels Like
I was tasked to direct this 60-second spot on behalf of Tufts for QuestBridge, which provides financial support for outstanding scholars from low-income backgrounds. Rather than focus on easily Googleable superlatives, I teamed up with a cohort of QuestBridge recipients to distill the feeling of joining our community.
Role: Writer, Director, Editor
The Real Reel
As a student working for Admissions, I recalled how cleansed and staged other schools' materials had seemed when I had been an applicant, so I pitched this campaign to deliver raw clips instead. I led the team in producing 16 segments, which were the centerpiece of the Discover Tufts homepage for four years.
Role: Producer, Editor
Results
13% lift in applicants (+2600)
Estimated 10% increase in yield
We Got [You]!
The application process revolves around impressing universities in the fall, but the tables turn in the spring when admitted students choose where to matriculate. I produced this musical ad to say we know how big a commitment this is, and this is how much it means to us when you click that button!
Role: Writer/Lyricist, Director, Editor
Making "We Got [You]!"
Watch our process behind the scenes, including an homage to the choreography made famous by Anne Reinking in ANNIE (1982).
"I just showed it to Annie and she loved it. Thought it was extremely special and a lot of fun. Particularly loved the ending! Bravo!"
-Anne Reinking's husband Peter Talbert, who graciously shared with me her joyful seal of approval shortly before she passed away in 2020
Why Tufts?
There are a million answers to the classic essay question, and we wanted to showcase this variety. While I hoped listeners might identify with specific interests mentioned, I also wanted to illustrate how the campus's diverse population still told one cohesive story. Here is the master cut (above) and two recut pool-outs (below).
Role: Director, Editor
What Tufts Feels Like
I was tasked to direct this 60-second spot on behalf of Tufts for QuestBridge, which provides financial support for outstanding scholars from low-income backgrounds. Rather than focus on easily Googleable superlatives, I teamed up with a cohort of QuestBridge recipients to distill the feeling of joining our community.
Role: Writer, Director, Editor
The Real Reel
As a student working for Admissions, I recalled how cleansed and staged other schools' materials had seemed when I had been an applicant, so I pitched this campaign to deliver raw clips instead. I led the team in producing 16 segments, which were the centerpiece of the Discover Tufts homepage for four years.
Role: Producer, Editor
Results
13% lift in applicants (+2600)
Estimated 10% increase in yield