Portfolio
START YOUR STORY AT IOWA
CASE Circle of Excellence Silver Award-winning creative
Audience: 16-17 year-old prospective students in key markets
Purpose: Drive enrollment for the University of Iowa. Iowa has seen a 8.7% increase in overall applications and a 11.2% increase in non-resident applications since the inception of this paid video campaign.
Form: Produce 4 serialized ads that introduce the University of Iowa with 1) differentiators, The Writing University 2) academic strength 3) Iowa City, the best college town and 4) call to action. We optimized creative for various digital platforms including 30-second, horizontal deliverables for streaming TV and 15-second, vertical deliverables for Instagram and YouTube.
My role: Oversee all stages of production including leading brainstorming sessions to ideate out-of-the-box concepts, writing scripts, shooting and editing content, and iterate on drafts until stakeholders are satisfied.
CASE Circle of Excellence Silver Award-winning creative
Audience: 16-17 year-old prospective students in key markets
Purpose: Drive enrollment for the University of Iowa. Iowa has seen a 8.7% increase in overall applications and a 11.2% increase in non-resident applications since the inception of this paid video campaign.
Form: Produce 4 serialized ads that introduce the University of Iowa with 1) differentiators, The Writing University 2) academic strength 3) Iowa City, the best college town and 4) call to action. We optimized creative for various digital platforms including 30-second, horizontal deliverables for streaming TV and 15-second, vertical deliverables for Instagram and YouTube.
My role: Oversee all stages of production including leading brainstorming sessions to ideate out-of-the-box concepts, writing scripts, shooting and editing content, and iterate on drafts until stakeholders are satisfied.
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WELCOME TO IOWA (2023)
Audience: Big Ten football and basketball fans during the 2023-2024 athletics season, 38 million total views.
Purpose: Create memorable brand impressions and affinity for the University of Iowa
Form: This 30-second, institutional PSA plays on BTN, CBS, FOX/FS1, NBC/Peacock, and ESPN.
My role: Oversee all stages of production including leading brainstorming sessions to ideate out-of-the-box concepts, writing scripts, shooting and editing content, and iterate on drafts until stakeholders are satisfied.
Audience: Big Ten football and basketball fans during the 2023-2024 athletics season, 38 million total views.
Purpose: Create memorable brand impressions and affinity for the University of Iowa
Form: This 30-second, institutional PSA plays on BTN, CBS, FOX/FS1, NBC/Peacock, and ESPN.
My role: Oversee all stages of production including leading brainstorming sessions to ideate out-of-the-box concepts, writing scripts, shooting and editing content, and iterate on drafts until stakeholders are satisfied.
UNIVERSITY OF IOWA TOUR
Audience: Prospective students curious about the University of Iowa
Purpose: Align closely with commonly searched terms to optimize organic traffic. With 51,000 views, this is a top-performer for organic reach.
Form: This content is on the longer side but since it is fast-paced and relevant to prospective student questions, it has high audience retention with the average minutes viewed being 2:55.
My role: Coordinate with Admissions to finalize script and cast tour guides, direct shoot, oversee editing and revisions.
Audience: Prospective students curious about the University of Iowa
Purpose: Align closely with commonly searched terms to optimize organic traffic. With 51,000 views, this is a top-performer for organic reach.
Form: This content is on the longer side but since it is fast-paced and relevant to prospective student questions, it has high audience retention with the average minutes viewed being 2:55.
My role: Coordinate with Admissions to finalize script and cast tour guides, direct shoot, oversee editing and revisions.
NORRIS FOR GOVERNOR on how Democrats can win back votes in rural Iowa
My partner and I organized this event for gubernatorial hopeful John Norris in 2017.
I captured video content and edited several videos based on excerpts from his remarks.
My partner and I organized this event for gubernatorial hopeful John Norris in 2017.
I captured video content and edited several videos based on excerpts from his remarks.
WELCOME BACK! A MESSAGE FROM PRESIDENT WILSON
Audience: Campus community including students, faculty, staff and parents of current students
Purpose: Build excitement for a return to campus after remote education during COVID and promote President Wilson as a warm advocate for the campus community.
Form: Brief welcome message shared through Iowa Now e-newsletter. This was also edited down and adapted to vertical format for FaceBook and Twitter.
My role: I filmed and edited this video. In my work in the Office of Strategic Communication, I periodically record messages with President Wilson on a range of topics. I ensure the messages come across as authentic and with a tone that matches the subject matter.
Audience: Campus community including students, faculty, staff and parents of current students
Purpose: Build excitement for a return to campus after remote education during COVID and promote President Wilson as a warm advocate for the campus community.
Form: Brief welcome message shared through Iowa Now e-newsletter. This was also edited down and adapted to vertical format for FaceBook and Twitter.
My role: I filmed and edited this video. In my work in the Office of Strategic Communication, I periodically record messages with President Wilson on a range of topics. I ensure the messages come across as authentic and with a tone that matches the subject matter.
