To enhance brand awareness and promote Crimson Education’s services effectively within the key Brazilian market, we identified a need for authentic, relatable success stories. The objective was to build trust and demonstrate the tangible impact of our support by showcasing Brazilian students who had successfully navigated the challenging process and gained admission to top-tier US universities with Crimson’s help.

I was tasked with producing and strategically managing a comprehensive testimonial campaign, centered around a high-quality video and photoshooting featuring five carefully selected Brazilian students.

My Comprehensive Role & Responsibilities:

As the lead on this project, I managed the entire lifecycle from concept to final assets:

• Strategic Planning: Defining the campaign’s core message, ensuring alignment with overall brand strategy and marketing goals for the Brazilian market. Identifying the key value propositions to highlight through the student narratives.
• Talent Selection & Coordination: Carefully selecting the five students based on diverse backgrounds, university acceptances, and their ability to articulate their journey effectively. Managing all communications and scheduling with the students and their families.
• Content Development: Developing the narrative framework for the testimonials. Crafting interview questions and script points designed to elicit authentic, compelling stories about their challenges, Crimson’s specific support, and their ultimate success.
• Production Management:
  • Venue Logistics: Scouting, selecting, and renting a suitable professional venue for the multi-day shoot.
  • Crew Management: Sourcing and managing the videography, photography, lighting, and sound crew (if external hires were used).
  • Budget Oversight: Managing the production budget effectively.
  • Scheduling: Creating and managing a detailed shooting schedule coordinating students, crew, and venue availability.
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• Creative & Technical Direction: Making key decisions on the visual style, look-and-feel, sound design, and overall creative direction to ensure high production quality and brand consistency.
• On-Set Management: Overseeing the entire photoshoot and video recording process, ensuring the script was followed, guiding students during interviews, and ensuring all necessary footage and shots were captured.
• Post-Production Oversight: Managing the editing process for both video and photo assets, providing feedback, securing approvals, and ensuring timely delivery of final marketing materials.