Taking an Untraditional Approach

I'm happy to share the results of a recent project that covered the "concepting" part of my copywriting, concepting, clarity tagline.

A joint project--won through an RFP and executed between Conk Creative and 185 Media--the challenge was to create a 5-minute video that would get high school students excited about Hennepin Technical College.

The concept was to make the video as untraditional as the school itself:

• Focus on action and showing the facilities (rather than a talking head).
• Rather than a standard voiceover, make it a fast-cut music video with a custom-built soundtrack.
• Incorporate the actual sounds of the school's different areas into the soundtrack.
  
• Use clever transitions that link the different areas of study (e.g. a stove burner in Culinary Arts to a fire during a Firefighter Training exercise).
• Draw a clear and appealing distinction between the experience of Hennepin Tech vs. a traditional 4-year college.

Here's the result. Let me know what you think.