Roanoke College asked us to consult with them on how best to launch their new brand message to both alums and prospective students. The school has been without a mascot since forming almost 150 years ago and the new branding initiative focused on how Roanoke offers the Classic College experience. We thought that the irony here was too good to pass up and pitched the idea of creating a series of failed mascot "try-outs" that would each highlight a part of the real Roanoke College. In addition, we planned a more serious series of interviews with alums that would encourage them to open up and talk about how their Roanoke education has served them well.
The project was rich and complex. We shot all of the try-out vids in a single day, using the College's students as talent. Then we set up an interview booth at the College's Alumni Weekend to shoot the remaining footage. As editing was in process, we built a community site that would allow visitors to view the videos and post content/mascot ideas of their own.
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