Macleay College’s Melbourne Advertising & Media students have produced a TVC for the client COVERCARD as part of their VIDEO PRODUCTION class.
Macleay Lecturer Lauchlan Pevie mentored the advertising students through the creative and production processes of producing their first TV commercial which included: concept development, scripting, storyboarding, pre-production, casting, costume, lighting, filming, editing and post-production.
Matt Tomlins, CoverCard CEO and Co-Founder commended the students at the completion of the project “As a student project I was unsure how it would play out, but you exceeded my expectations in both the quality of the final output and the process that got us there. From the beginning it was obvious that the time had been taken to read and watch the various briefing materials as the team quickly ‘got’ the concept. The team was professional throughout and gave genuine care and attention to what we were trying to achieve. A number of the deadlines were tight and I felt the ability to quickly cut to the chase in regards to what was required was critical. The end product will be very useful in helping us communicate our offer and as an early stage startup it will be critical in getting our business off the ground. Thanks again for your efforts. My overall comment is that it didn’t particularly feel like a student project. Best Regards, Matt Tomlins.”
Advertising and Media students at Macleay College worked with ChildFund to create an original commercial to promote their “Run for Kids” program, encouraging everyday runners to take on a fundraising challenge for children living in extreme poverty. The live-project gave students insight into the real-world processes of working with a client to develop an advertising campaign, providing the hands on experience and industry focused learning that’s an integral part of the Advertising and Media courses at Macleay College.
The project allowed students to apply their skills and knowledge outside the classroom, tackling challenges from interpreting the client briefing, to developing concepts, writing and storyboarding the ideas, planning the pre-production and then actually producing and post-producing the commercial. Cassandra Sabin recently finished her Diploma of Advertising at Macleay College and worked on the ChildFund project: “Having our idea chosen was amazing and gave me the chance to be involved in every step of the process. Helping produce this ad from the artwork and shot framing to storyboards and costume styling, was such an enriching experience. I really appreciate this opportunity to see how this part of the industry works and to produce something amazing for an organisation as great as ChildFund.”
Rachel Murphy, Community Fundraising Manager at ChildFund, said: “Working with the students at Macleay College was a fantastic experience and an extremely cost-effective way for us to promote our Run for Kids program. The whole team was blown away by the professionalism and creativity of the students and we are delighted with the final product.”
After pitching two concepts, ChildFund chose the ‘#findmeaning” idea from advertising students Bryan Sainsbury-Hore and Cassandra Sabin. The concept presents an everyday runner, with tweets and thought messages constantly appearing on the screen, reminding her of the many, but often superficial things that fill up our lives. As the runner rethinks her motivation, she is joined by a number of other runners, all running for a good reason – to support some of the world’s most vulnerable children through ChildFund. The hashtag #findmeaning emphasises that you can combine your winter fitness training program with helping children in need.
The project offered students the opportunity to develop creative problem solving skills and production experience, while working on a live client brief. “The advertising industry is going through a dynamic and exciting period of change, where there are fantastic opportunities for young people with a broad and innovative approach to solving problems that are coupled with well developed digital production skills” says Head of Advertising & Media, Ian Thomson.
The success of this recent campaign for ChildFund is one of many recent projects Macleay College students have completed for commercial and non-profit clients, including work with MyDish.com.au, The National Indigenous Culinary Institute (NICI), The Line project from Our Watch and The Pacific Artisan Project. Collaboration with industry is invaluable for our students, noted Ian Thomson: “We’re so grateful to have partners like ChildFund who work with and mentor our students, and in turn our students can create valuable advertising and promotional material for them to help achieve their business and communications goals. The experience is invaluable to helping prepare our students for industry. At Macleay College, we look forward to creating positive and collaborative relationships with industry now and into the future”.
Watch the final commercial here:
Macleay College offer a 1 year Diploma or 2 year Bachelor of Advertising & Media at their campuses in Sydney and Melbourne.
Macleay College’s advertising students recently had the opportunity to develop and produce a commercial for the home cooking service ‘MyDish’.
From the development of the concept, copy and storyboard, the students then filmed and edited the commercial. Each took on a different production role, from production manager, to casting, styling, locations, camera assistant, gaffer, grip and editor.
Check out the results below.
Owner Tim O’Donohue was thrilled with the results:
“A huge thank you to the advertising students of Macleay College, for My Dish’s new 60 second advertising film. After meeting with the head of the advertising faculty and video production lecturer, Ian Thomson at Macleay College’s Open Days with my son, My Dish was offered the opportunity to brief 2015’s advertising students on our business, products and services in order for a TV commercial to be created. Following the briefing, the students developed a detailed analysis of the target audience, a key message for the advertisement and storyboarded the whole video. To create authenticity, the filming was done at our home with the cast consisting of family and friends. On the day, we were all blown away by the professionalism of the students who were in charge of everything, from set, food styling and costuming to lighting and sound. Five weeks after the briefing, we were presented with a polished and professional TVC, edited by the students themselves. We couldn’t be happier with how everything went, and are thankful to Macleay College for the service they provided to our small business. We can’t wait to put it out there and see the reactions from our existing customers, and our target audience!
Macleay College’s advertising students took to the streets of Surry Hills recently to film their very first TV commercial – against domestic violence.
The concept, developed by advertising student Carlos Alcantara, sees teenagers talking about bullying, gender stereotyping and behaviour toward women, that often lead to domestic violence later in life.
Carlos also developed a print and social media campaign based on his concept.
The initiative saw students develop primary prevention campaign ideas that target young people for Our Watch – an Australia-wide, not for profit organisation focused on primary prevention that addresses the pre-determinants of violence against women.
Advertising student Amanda Florence developed a concept that focused on comparing teenage behaviour that can develop into more violent behaviour later in life.
The level 1 students also developed print and social media concepts for THE LINE campaign from OUR WATCH, that can be seen here:
Macleay’s advertising students were busy on set recently, producing their own short film to enter the GET UP! Campaign to save the Great Barrier Reef .
The students came up with the creative concept, then prepared the script, storyboard, organised the cast and locations and prepared the pre-production booklet. On the day of the film shoot each student took on a production role on set, ranging from the production manager, to the 1st assistant director to the costume and make-up artist. Other students were designated roles to source music, prepare graphics and edit the film. We are keeping our fingers crossed that the film will make the People’s Choice award as part of the Reef Reels competition. In the meantime here is a brief synopsis of the students’ concept:
“Set in the near future, “Fish Therapy” joins the homeless fish “Nomo” and the depressed tortoise “Squish” at a therapy session. Both have lost their homes due to the ongoing degradation of the Great Barrier Reef. The therapist, P. Sharman, tries to comfort Nomo and Squish, but is unaware of the depth of the problem. As the patients become increasingly despairing, can the therapist help them? Who is to blame? And what can be done?”
Mini Cooper were releasing their new heart land model, with a key insight that mini drivers were known for their individual style. They created an innovative campaign to match that of its customers. INTERACTIVE DANCE FLOORS THAT RESPOND TO MOVEMENT!
Using a mix of Broadcast, Digital, Print, and out of home media to broadcast this event it gained a lot of media traction.
The campaign was kicked off with an incredible video showcasing the interactive dance floor using a bunch of talented dancers doing their thing. Three events were then held all over Australia where media, Mini customers and regular entrants got invited to experience the interactive dance floor. What I loved about the campaign was the experience it gave the customers. An event like this allows the customers to connect with the brand in a fun and tangible way unlike other forms of advertising that can sometimes feel like people are yelling in our faces. Providing an experience like this leads to large amounts of earned media as people want to talk about it. With mini partnering with VICE and this camping also going out through their networks it ensured the right people were talking about it.
After all nothing is better than your consumers speaking for your brand and I believe that is exactly what Mini achieved with this campaign.
Just before midnight I was doing the usual pre sleep internet troulling when I came across Beyond Blue’s latest campaign. After very successful campaign in support of the LGBTI community last year that used the metaphor of being left handed, Beyond Blue has come back with another powerful campaign.
The new campaign ‘The Invisible Discrimination’ is one that will stop you in your tracks and seriously make you think. Using a dark, slimy man wearing an awful black turtleneck jumper is used as a metaphor for the voice that second-guesses or judges Aboriginal Torres Straight Islander People. With a survey revealing that 97% of ATSI community have experienced racism. The one-minute thirty-second campaign cuts straight to the chase using ‘real life examples’ of when the ATSI people have experienced invisible and passive racism, allowing the viewer to feel effected and empathise with the character. I believe the most powerful part of this campaign is that the examples shown like people telling racial jokes in a pub, moving away on the train and being watched while buying milk as they are all situations we can imagine still happening today.
Finally the part of this campaign that makes it successful is the behind the scenes cut where you hear from the Indigenous actors about their real life experiences of passive racism. This version gave me chills up my spine hearing about other people’s experience of people moving away from them on the train or as a kid always being watched in shops as people assumed they would shop lift. This edit allows you to see that the people in the online video are not just ‘actors’ they are people who can directly relate to the campaign making it even more real and hard hitting than the first time you watch it.