• Know AU

American University

KNOW AU – American University Admissions Marketing
Storytelling as a First Impression

The Challenge

American University designed an innovative campus tour experience to introduce prospective students to the school. As the centerpiece of the introductory presentation, AU wanted a film to launch the tour and showcase the unique experience of AU on a custom-built large format screen with surround sound in their new Admissions Green Room.

The Approach

In partnership with Feats, the agency tasked with creating the larger experience, we translated a list of “quintessential moments” in the experience of a real AU student, and wove them into a story of a student looking back over her four years of growth and achievement at American, playing on the AU branding for “Know AU.”

Maximize cinematic potential of the widescreen format and 7.1 sound through two-camera filming approach and custom sound mix.

The Result

Think Again Media completed a three-day, two-camera, on-location production on campus and around DC – complete from concept development, client presentation/refinement, staffing, scouting, casting, and management of all shoot logistics.

The film provides a glimpse of four years at AU, conveying the school’s unique strengths, benefits, and opportunities memorably through enticing visuals that tell a story.

Launched on campus February 2011.

“Parents are tearing up at the end of it – in a good way.”
– Teresa Flannery, Director of Marketing Communications; to the Washington Post, March 31, 2011.