The 1M+ View Video That Became a Program's Anchor
Client: Master of Translational Medicine (MTM)
Partners: UC Berkeley & UCSF
The Goal
To produce a compelling overview video for a premium, high-cost master's program. The primary objective was to create a powerful, long-term recruitment tool that clearly communicated the unique value and student experience of this prestigious joint-campus degree.
My Role
I served as the sole producer and creative partner for this high-stakes recruitment project. My role included:
Production: Directing and filming testimonials with students and capturing dynamic b-roll of their classes and capstone projects.
Post-Production: Editing the main overview video and creating a series of targeted social media edits from the testimonials.
Strategy: Developing assets specifically designed for a Facebook ad recruitment campaign to attract qualified applicants.
The Impact
The video became an extraordinarily successful and long-lasting recruitment tool, demonstrating a remarkable, long-term return on investment.
Achieved 1 Million+ Organic Views: The video has become an evergreen marketing asset on YouTube, achieving over 1 million organic views and continuing to be the program's primary recruitment tool over 5 years later.
Drove Multi-Channel Recruitment: The social media edits I created were successfully used in paid Facebook ad campaigns, effectively driving qualified applicants to this premium program.
Highlighted a Premier UC Partnership: The video effectively promoted the high-profile academic collaboration between two world-class institutions, UC Berkeley and UCSF.
