Imperial College London

A promotional film showcasing Imperial College’s incredible campus

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Video production with a dual purpose

Our Video Production team at Contra teamed up with Imperial College London to produce a film to showcase their South Kensington campus in a beautiful and engaging fashion. The film needed to work on two levels: to give new students a tour of the university and to captivate prospective students who might be considering a course at Imperial.

Our goal was to make sure that the campus looked stunning whilst also achieving a level of authenticity that would draw the viewer in. We wanted the locations and activities to speak for themselves: to draw the viewer in to make them feel like they are not just watching but experiencing the life on offer at Imperial.

A cinematic approach to video production for universities

Imperial is a world leading place for research and education. Our goal was to achieve a look in camera that would do justice to the reputation of this top university brand.

We chose to shoot with Leica Summicron-C lens set to achieve a beautiful look of precision and cleanliness. The majority of the frames are ‘locked off’ on a tripod, allowing the action to take place naturally within the frame. This decision was made to ensure that the content does not feel overly produced or set up. At Imperial – this is what you will see. The camera often works as a ‘point of view’ shot as if the viewer is in the room themselves. Combined with effective sound design, this visual approach creates an immersive environment for the viewer; they feel immersed in the environment and will have a desire to be part of it.

Using Motion Graphics in Video Production for Universities

We decided to use motion graphics for two reasons. The concept of the film is that at Imperial, extraordinary things are happening all the time. We decided to use tracked graphics to represent the extraordinary detail behind each action. Instead of just watching a student dive into the swimming pool, we used graphics to represent the trajectory of the dive, adding a layer of ‘extraordinary’ complexity to the ‘everyday’ actions on screen. The second use of graphics was to represent the names of the locations shown in the film. This addition gives the film an added sense of authenticity as well as giving existing students useful information about the ‘map’ of their campus.

Creating effective video content for Social Media

At Contra it is crucial for us to consider where the final film is going to sit. Imperial wanted content that would work effectively on their website and their social channels. We proposed to produce one main film and then a variety of different edits for their various social platforms such as a cropped version of the film to be used as their Facebook ‘header’ video. A shorter version of the film was also delivered to be used in Youtube pre-roll advertising.

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