DeVry is a University that understands the role of technology today across business, tech, and healthcare offering enhancements to your career and life. Our program leveraged Discovery Channel and Science to align DeVry’s “Projecting The Future” campaign with our authentic branded content expertise and capabilities. We focused on how technology and the internet of things continue to shape the world we live in with the intention to inspire and encourage our always-curious audience to pursue their passions, seek intellectual growth, and ultimately enhance their lives with a degree from DeVry University.
The content was spread across Discovery's distribution channels and included deeper storytelling experiences with video. I conceived, developed and rolled out the go-to-market strategy for a series of new ad products in 2017 including a scalable interactive video product titled "Scene Stitch." Devry was one of the first clients to leverage this new suite of innovative video solutions in a packaged deal that generated a premium spend level with Discovery.
BRANDING & ICONOGRAPHY
We designed a master toolkit that included a logo treatment, branding elements, and icon system. My team animated finalized art and collaborated with the production studio to layer in the assets for each video.
VIDEO EXPERIENCE
The responsive interactive video experience enabled viewers to watch the series and at key points in the timeline they would engage by branching off to additional video content. At any point, the user could return to the main episode and continue watching where they left off. The experience resided in Discovery.com and we distributed the interactive series by embedding the player inside several branded editorial pieces we developed for the partnership. We then distributed content to Facebook and embedded the the interactive series directly in the Facebook mobile app. Below are visuals of the main experience.
interactive video PLAYER
I partnered with Verse to develop several new scalable interactive video products across the organization. Leveraging new technology and a cloud-based CMS, we produced experiences where viewers would lean in and engage more deeply with video spending more time with content. Visual cues would appear during video playback and alert users to watch additional videos or browse content at key points during their stream. Below are screens from the player UX.
Series EPISODES
I produced a 6-part original series that included an interactive video experience titled “Changing How We Live” to explore how emerging innovations will radically shape how we live. We targeted the big ideas that have the potential to profoundly and positively impact how we live our everyday lives. The content was amplified to social audiences who were targeted with short-form vertical video posts and the interactive version of the series travelled within Facebook Instant articles via the Facebook mobile app. A selection of episodes and companion content from the series are featured below.
branded editorial
We developed 6 branded editorial pieces to accompany each "Changing How We Live" series video. Topics covered in each article would directly match the subject of each episode and included titles like "Smart Homes Are Creating Positive Change" and "Transforming Our Shopping Experience." Each piece was distributed on Discovery.com and Facebook via Facebook Instant. On Facebook's mobile app we were first-to-market with the inclusion of an interactive video player that could be embedded directly in the Facebook platform. Below are screens of the editorial experience.
advertising
Short-form :30 mini episodes derived from each episode in the series were distributed across Discovery web and TVE platforms. Social distribution channels provided organic and targeted opportunities for series amplification. Two video examples shown below.
SNAPCHAT AD Concept
We designed an early concept for a Snap ad campaign that was not part of our program flight.
