Study In The Heart Of Italy
Client Work
Strategy & Production Services
The Umbra Institute is a study abroad school in Perugia Italy. On a short and last minute timeline I was contracted to strategize a production plan and work with the staff to tell compelling and useful stories. After talking about their needs and keeping in mind the filming window we decided to produce one general video, and two targeted videos for specific programs within the school.
Role: Marketing Content Strategist, Creative Producer, Editor.
Knowing The Customer
I knew the customer because I was one. This lead to a deep understanding of the hopes, fears, and dreams that needed to be addressed and allowed a very open collaboration with the team at Umbra Institute to align the project with their needs. With their expertise and my experience we were able to craft a narrative that addressed fears about study abroad, but also created excitement about the dream of living in Italy. To reinforce the authentic of the narrative we cast actual students as well.
Simplification
Due to international travel and being a one man band I had to greatly simplify the tools and resources available. Use of natural lighting, super small gear package, creative locations played a role in success.
Archeology Program
As part of the content strategy the team at Umbra decided to use our limited time and resources to highlight a brand new program teaching in the field archeology. This was video didn’t need to be fancy it just needed to convey information and show the authentic experience of an actual field class in archeology in the heart of Italy.