Introduction
Montclair State University’s Feliciano School of Business embarked on an ambitious project to showcase its brand in the heart of New York City—Times Square. The university secured a prime billboard spot on the largest billboard in Times Square, and aimed to leverage this opportunity by creating a visually striking and memorable commercial. The result was a dynamic and engaging campaign that highlighted the university’s close ties to New York City and the opportunities it offers to its students.
Client Background and Goals
Montclair State University’s Feliciano School of Business is known for its strong faculty and opportunity connections to New York City, a key selling point for prospective students. The university’s goal for this project was to create a powerful visual representation of its business school that would not only stand out in the bustling environment of Times Square but also resonate with current and prospective students, alumni, and donors.
The production of the video was a complex process that took place over two years. The team, led by a group of business school administrators, advisors, student councils, and marketing board, including the project’s Creative Director, Chris Giuseppini, had to navigate numerous legal and administrative challenges, including state regulations and approval processes.
The primary objectives were:
Exposure: To increase visibility and enhance the reputation of the Feliciano School of Business.
Connection: To highlight the university’s strong ties to New York City and the opportunities available to students.
Engagement: To involve students, alumni and to have a piece that is news worthy about the school.
The Creative Concept
The campaign’s central concept was titled "Over There," a nod to New York City’s proximity to Montclair State University and the endless opportunities it represents. The video featured Rocky the Redhawk, the university’s mascot, as the protagonist. The narrative followed Rocky’s journey from a somewhat clumsy and goofy character to a successful business executive in New York City, symbolizing the transformative experience of attending Montclair State University.
Key creative elements included:
Visually Striking Scenes: Each scene was designed to be eye-catching, even if viewed only briefly, to capture the attention of passersby in Times Square.
Humor and Relatability: Rocky’s early mishaps, like smashing his face in a birthday cake or failing his driver’s test, were both humorous and relatable, making the character’s eventual success more impactful.
Rapid-Fire Storytelling: The video used quick, visually engaging scenes to tell Rocky’s story, ensuring that even those who only glanced at the billboard would take away a positive impression of the school.
Production Process
Pre-production was crucial to the project’s success, as the team only had three days to shoot 12 different scenes. Detailed storyboarding, shot listing, and lighting plans were developed to ensure the crew was fully prepared for the fast-paced shoot.
One significant challenge arose when the Director of Photography fell ill with food poisoning on one of the shoot days. Thanks to the thorough planning and clear communication within the team, the camera operator was able to step in and take over the role, keeping the production on schedule.
Final Outcome
The final video was a resounding success. It was visually striking, fun, and quirky, all while effectively communicating the core message of the campaign and the university. The billboard ran for three months on the largest screen in Times Square, garnering significant attention. The campaign was featured in several publications and was later repurposed for television advertising.
