ABIGAIL LETSON

When Felician University embarked on a mission to connect with prospective students through a dynamic virtual tour, I was charged with the responsibilities of both creative director and project manager to ensure success. My role was more than just overseeing the production—I became the driving force behind the storytelling that would represent the university to the world. From concept to completion, this was an exercise in creativity, collaboration, and execution.

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The project began with an ambitious goal: to capture the essence of life ate Felician University in a way that felt authentic, engaging, and inviting. The videos I oversaw — including the Campus Life, Felician at a Glance, and Around Felician series — were not just informational, but designed to create an emotional connection with prospective students. I worked to craft a narrative that would allow future students to envision themselves walking the same paths, attending the same classes, and becoming part of the Felician community.

Here’s how we brought it all together:

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• Creative Direction & Scripting: I worked with my team to develop a vision for each video, determining the key messages we needed to convey and how best to showcase the university’s culture. Then, I scripted each video, ensuring each segment was both engaging and aligned with our overall goal of highlighting community, academics, and student life.
   

• Casting the Right Faces: I identified and worked with students, faculty, and staff who could authentically tell their stories. The real power of these videos came from the people who make Felician University feel like home. Each participant brought a unique perspective, making the video series relatable and vibrant.
   

• Selecting Iconic Campus Locations: The campus tour was about more than just showing the facilities; it was about evoking the spirit of Felician. I scouted the campus for spots that truly captured the essence of student life — from bustling campus spaces to quiet corners of inspiration, ensuring that every frame told a part of the Felician story.
   

• Vendor Management & Filming Coordination: Managing a project with multiple moving parts requires precise coordination. I oversaw the vendor relationship, from pre-production planning to day-of filming and beyond. On the filming day, everything had to run smoothly, with a tight timeline and high expectations. We filmed everything in a single day to capture the authentic, unpolished moments that resonate most with viewers.
   

• Post-Filming & Editing: Once filming was completed, I worked closely with the vendor during post-production to ensure the final product reflected our vision. I paid close attention to every detail, from pacing to the color grading, ensuring that the final videos felt cohesive, polished, and aligned with Felician’s branding.
   

• Lead Generation: The videos weren’t just for fun — they had a purpose. I collaborated with the vendor to incorporate lead generation tools, like pop-up forms and calls-to-action, to ensure the videos generated leads and drove traffic back to the university’s website. By integrating these elements, the videos became an effective tool in guiding prospective students to take the next step in their journey to apply.

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The result? A series of engaging virtual tour videos that successfully brought Felician’s campus life to the screen, showcasing the heart of the university in a way that would resonate deeply with future students. These videos weren’t just a promotional tool — they were an invitation to become part of something meaningful.