Abigail Wilkins
Writing E-Portfolio
{MAKING OF THE PROJECT}
Project Background:
With the goal of combining the written word with marketing tactics and multimedia, Caroline and I decided to create a professional, promotional video for the University of Michgan. Thanks to our collaboration, we were able to tackle a project far more ambitious than either of us could accomplish alone.
The Problem:
After doing some extensive digging through YouTube videos about the University of Michigan, we pinpointed two major problems:
1. Almost every video revolved around sports (which was not necessarily
a bad thing, but did not showcase the entirety of the Michigan experience
AND
2. Many of the videos centered around things like the advanced
technology at the Universty that the average student may not
experience, or high up faculty and staff that made the video
more formal than carefree.
The Soulution:
Simple. Create a video for the University which highlights
the moments that every single student is sure to face throughout
his or her four years here: riding the bus to North Campus, sledding
in the arb, feeding a squirrel in the Diag, etc. All of this was to be
presented in a young, fresh tone that would resonate with the
technology-savvy incoming students and get them excited about
the years ahead.
Project Audience:
Recently-accepted Michigan students
Time Frame:
January 6-April 14
Caroline (left), Abigail (right)
{PROFESSIONAL WORK}
The first steps in our video creation involved sending out a series of professional emails. We contacted restaurants, campus buildings, extracurricular organizations, and camera rental services in order to gain filming permission and obtain our equiptment.
{MULTIMEDIA WORK}
Multimedia work came into play largely with our filming of scenes and video editing. We used programs like iMovie, iPhoto, and GarageBand to upload footage, edit scenes, and layer sound and voiceover audio.
{WRITTEN WORK}
Because the script of this video had to be short and concise, there was a lot of importance placed on word choice. Caroline and I spent a large chunk of time tweaking the script so it would match up with the scenes and make our message clear and powerful.
Script
You’ve heard us talk about what it means to be the leaders and best:
How Saturdays mean hanging out with thousands of your closest friends.
How spending hours hitting the books,
Doesn’t mean sacrificing one ounce of spontaneity.
Where classmates become friends,
And these streets become home.
Join the community of victors that Hails from all over the world,
And establish a legacy that will open doors to endless opportunity.
Take the lessons out of the classroom
And create memories that will last beyond your four years of undergrad.
Because becoming a part of this University means becoming a part of a family.