Creating Video Campaigns

By Michelle Marino
MS Journalism ’15
BU College of Communication

Have you ever wondered what goes into a video advertising campaign? Ever wanted to be behind-the-scenes of the creative process from idea to execution? You can do all of this in CM 518, a class called Creating Video Campaigns. This fall, Randy Hackett, a video content director, creative consultant and adjunct professor at BU,will teach students the craft of creating engaging video content. This includes everything from conceptual techniques, to the story and the use of camera and music.

“Video is such a ubiquitous presence in marketing communications,” Hackett says. “Everyone has to learn about it, not only how to utilize it from a production and practical standpoint but what makes it effective from a narrative, storytelling, and communication standpoint.” Although the class is generally geared towards advertising students, it is available to anyone interested in creative production. According to Hackett, the class would benefit any student in a communications discipline and is an “idea muscle flexing course” for people in all fields of study.

Non-profits, corporations, institutions, ad agencies, PR firms, media outlets, blogs and new business ventures have begun relying increasingly on video content.“Every website has a video now,” Hackett says. “It’s kind of the ‘show me’ generation. People don’t have as much time to read – they want to be entertained and they want their information teed up for them.”

Although the class is not technical and stops at actual film production, it includes everything up to that point: developing storyboards, recommending suppliers, working with sound design, and everything in between. Hackett treats the class like a small agency, choosing real companies that might not have a significant video presence or are in need of a video campaign for a specific scenario. Students work in teams to develop the creative components, which are presented in-house and then in a client presentation.

Hackett’s real world work makes the class more dynamic as well. This year, he directed a shoot with Tae Bo guru Billy Blanks, a national commercial his students were able to observe on-set. Watch the Brother Printers commercial with Billy Blanks here.“

brothers

One of the advantages of the program at COM is a lot of professors have actual real life ongoing projects,” Hackett says. “It makes it feel a little bit more alive.” For graduate students interested in taking the class, the pre-requisites for Creating Video Campaigns are: CM 708 (Principles and Practices of Advertising), CM 707 (Writing for Multimedia), and CM 717 (Fundamentals of Creative Development).

Are you in advertising or another field and thinking Creating Video Campaigns might be for you? Have you taken the class? What skills did you learn?

 

Picture from: RandyHackett.com

cinematheque 1

Cinematheque: An Insight into the Industry

By Ali Parisi
MS Public Relations ’16
BU College of Communication

How cool is it to speak with directors and ask them questions about their films?  Very, right? And how about if these directors came to screenings at your school?! This happens nearly every other Friday at COM’s Department of Film and Television’s Cinematheque series.

Cinematheque gives students the chance to hear from people in the television and film industries; directors, products, writers, or even actors.  The events vary in topic and type, some including screenings and others including more of a Q&A format.  With about five held each semester, students have ample opportunity to gain insight into what really goes into creating these projects.

“We try to make it a more interesting experience than just passively watching,” says Paul Schneider, chairman of the Department of Film and Television.  Schneider explains that they typically have one of the creators of the project over so that students can get an inside look at how the material was created.  That way, students can ask them questions about certain decisions the creators made and why.

The series is curated by Gerald Peary, a film critic and documentarian who goes to a tremendous number of film festivals throughout the year.  Topics come from either films that Peary has seen and thought were worth bringing back to BU, or sometimes successful alumni who are willing to come back and share their stories.

Eliza Dushku
Eliza Dushku

The most recent event, “An Evening with Eliza Dushku,” took a look at some of the actress’ roles.  Dushku is most well known for her role as Missy Pantone in Bring It On.  However, her acting career includes an extensive list of films and television shows, including “Buffy the Vampire Slayer” and “Dollhouse,” in addition to guest roles on “White Collar” and “Ugly Betty.”

“We don’t have that many actors come in,” adds Schneider, explaining that it is interesting to hear from actors to learn more about their career paths and points of view.  “That’s part of the fun of it.”

The goal of the Cinematheque series is to give students a “connection with what’s going on in the real world,” according to Schneider.  That is why they often bring in fairly young, independent filmmakers who haven’t been out of school for very long themselves.  An example of this includes three BU alumni who, earlier this semester, showed select episodes from their popular Web series, “Allston Xmas.”  (For a full schedule, visit this page.)

Whether it’s a documentarian following a kidnapping or the production designer from “Life of Pi,” students are sure to hear from some interesting and successful professionals who are working in the industry as they speak. “It’s an educational experience that goes beyond simply watching the show,” Schneider says.

Eliza Dushku picture credit: Boston.com

Featured image courtesy: BU COM website

 

Narrative Non-Fiction Writing—A Class You Don’t Want to Miss!

By Gina Kim
MS Journalism ’16
BU College of Communication

The end of March means a lot of important things, but most of all, it reminds us that COM students have to pick out courses for the Fall. With just a month to go with our current Spring 2015 courses, it’s quite daunting to realize that we have to start planning out our final semester at COM. In the midst of advising appointments, checking off that list of whether we fulfilled our required courses for our disciplines, and beginning to sketch a broad outline of what our possible graduate theses will be in the fall, we often forget that there are certain courses that may not be required for most students, but will still be important to take nonetheless.

Professor Mark Kramer’s JO 527 Art of Non-Fiction Narrative Writing course is just one of many great writing classes that is welcome to all COM students, whether you’re Print, Broadcast, or even an undergrad student. It’s for anyone wishing to hone in on their already superb writing skills or to learn a completely different craft. It fulfills a student’s desire to understand the intricate mechanics of writing in such a way that cannot be taught by reading published examples alone. It’s something to constantly practice, sharpen, and eventually add on to your mile long list of skill-sets to boast about when you’re thrust into the industry.

Michelle Marino, a final semester Print Journalism graduate student at COM is currently enrolled in JO 527, where she’s been learning how to write for an audience, getting readers involved and practicing how to build upon a single great idea.

“Going into it, I knew it’d be a rigorous class that demanded lots of attention and sleepless nights of re-drafts and rewrites. I’d already taken Feature Writing last fall with Professor Ruppel-Shell, and it changed my life. I decided to take Non-Fiction Narrative as well, because I wanted to tell a more compelling story but in a different way. Narrative is about informing and educating people while still presenting them with hard facts,” she said.

There’s a lot to take away from a course like non-fiction narrative. COM already has a superb list of phenomenal, skill-building courses for students to take, and with a superstar lineup of faculty in all long-form writing courses, Professor Mark Kramer rounds out that list with JO 527.

“First of all, there’s no syllabus,” Michelle said. “Students are to come up with seven ideas that you’d plan to write about for the semester. You then narrow your idea down to the point where you have a viable one to focus on. Kramer than chips away at something until you find the core focus. After being approved, you report a first draft. You get to take a whack at it for the next class if there are things to fix. There’s a long process of going through several drafts but it’s so helpful because it forces you to take your time to produce the absolute best you can.”

Hunting for an informative course where you can have fun and tap into your full writing potential? Look no further. Check out JO 527 and make room for it either this Fall or Spring 2016 semester!

COM Career Fair: Networking for Grads and Undergrads

By Ali Parisi
MS Public Relations ’16
BU College of Communication

Whenever I ask people for advice on job searching, all I hear is: network.  How am I supposed to have time to network while in grad school? How can I go to employers and just strike up a conversation about me and what I want to do with my life?

Actually, I can, and I did!  COM’s Career Fair (Feb 24 and 25) gave me that exact opportunity.  Over 20 employers from all three communication disciplines came to BU specifically to chat with more than 340 COM students about potential employment opportunities.  Among the attendees were Arnold Worldwide, Big Block Productions, Communispace, Gupta Media, Ketchum PR, SHIFT Communications, NESN and WCVB-TV-ABC.

The career fair was held over two days, with representatives from each company set up at tables.  Students could talk to any company that was there, giving them the chance to both learn more about the companies and share about themselves.

“We try to get a mix so that all three departments are covered,” says Kelly Forde, Assistant Director of COM Career Services.  “We’re looking for employers that have both internship and full time opportunities.”

Career Fair

Alexis Feinberg, a graduate PR student, was particularly excited to meet with Ketchum PR regarding a potential summer internship.  “I wanted to find out more about the program, if they indeed had an internship program, and what it means for a graduate-level student,” she said.  More specifically, Feinberg was interested in Ketchum’s subsidiary, Harrison &Shriftman – a fashion PR firm and showroom based in Miami.  “Serena, the Talent Acquisition Manager for Ketchum was more than happy to answer my questions and was open to connecting my information with Harrison &Shriftman.”

Forde describes making connections as just one part of the overall goal at the career fair.  “Obviously jobs or internships are really the end goals,” said Forde. “It’s also to practice: to get more comfortable talking to employers, to get more comfortable talking about themselves and selling themselves, and just to kind of up their professionalism.”

COM Career Services also opened up more resume hours and sent out lists of the companies weeks in advance to give students time to prepare.  Ultimately, Forde explains that it is up to the students to come prepared.  “Showing that you do your research sometimes is the best way to set yourself apart,” she said.

Whether it’s finding a job, internship, or just introducing yourself to employers, the career fair is a great way to get your name out there and practice.  I have to admit, I was a little intimidated since I had never been to one before, but I’m so glad I went.  According to Forde,“Every connection is a good connection.” So why not start connecting?  Lord knows I’m going to need a job soon!

One semester down, two to go! I can do this! Right?

By Ali Parisi
MS Public Relations ’16
BU College of Communication

Last semester was definitely one for the books.  I dove head first into grad school and faced the roaring currents head-on.  But after a well-deserved (and much needed) winter break, I’m already back in the thick of it.  Chapters and chapters of reading seem to be piling up faster than I can even order my books.  And yet, something feels different this semester.

For one thing, I finally feel like I’ve got this whole “balance” thing down (even though sometimes I feel like I’m going crazy trying to get all my work done and actually have a life on the side).  When I take a second to stop and think about it though, I know I’m ten times more confident this semester than the last one.

Yes, the workload is still just as intense, if not more. but this time I know how to manage it better.  I know how to prioritize and organize my homework so I’m not overwhelmed.  And I know that if I don’t read every single word of every single assigned reading, it’s ok! Professors care more about understanding the big picture than memorizing and regurgitating minute details.

As much as I may feel more confident and ready to take on a new semester of grad school, I know the stress will still build up.  It’s inevitable when you’re in grad school because frankly, it comes with the territory.  You knowingly sign up for a rigorous academic curriculum and convince yourself that it’ll be just like undergrad.  Unfortunately, it’s not, and you’re still going to forget to complete an assignment or cram the night before an exam.

Again, that’s ok! So what if I get too busy and can’t study for a test as much as I’d like to? And yes, I’m repeating that as much for you as I am for me.  Because even though I can say that it’s okay to screw up every once in a while, I know I inevitably will still stress about it.  Guess I’ll just have to click back to this post if I start to head towards a mental breakdown for a little encouragement.

Because I’ve done it once, and I can do it again. Right? Right.