University of South Alabama Brand Campaign
Art Direction
Brand Positioning
AdvertisingObjective
Change the community’s perception of a local university to reflect its growing presence.
Background
A lot has changed since the University of South Alabama opened its doors to students in 1963. Despite the many changes, much of the local community continued to think of South as a small commuter school. With its growing enrollment, campus building expansion, and the anticipated opening of Hancock Whitney Stadium, South came to us looking for a brand campaign that would reflect the growing prestige of USA amongst universities across the Southeast.
Art Direction
Part of art directing the new brand spot involved planning locations, setups, and wardrobe in addition to helping give on-set direction during our week-long shoot.
wardrobe moodboard
Branding Spot
The branding campaign spanned across multiple media outlets—from TV to print advertising to outdoor boards—all with a goal of changing the local perception of the university.
“I appreciated the creativity and dedication Heidi brought to the development of our advertising campaign. She did a great job of tailoring the visuals and messaging to fit our branding and marketing goals.”
— Mike Haskins
Vice President for Marketing and Communications, University of South Alabama
Creative Director: Stephean Grimes
Art Director / Design: Heidi Boor
Cinematography: Craftshow Digital
Scriptwriting: Amanda Gibson
Strategy: Natalie Sonnier Work completed while at Mighty.