One of the unique selling points of studying at Nottingham Trent University is not just the teaching and facilities, but studying in a city like Nottingham. The university wanted a film to capture the great essence of the city, and deliver it to prospective students in 60 seconds.
Our creative approach was to deliver a film that focused less on the physical features of the city, but more on the feeling you have when you are in it. Our film aimed to show people what Nottingham was like emotively, rather than just the buildings and the landmarks. To do this, we made use of sound design as a key character, incorporating sounds that are synonymous with the city. On top of this, our approach was to take the viewer on a fluid, almost dream-like tour of the city with unusual transitions and playful use of mixed media such as timelapse and hyperlapse.
It was important to us that the film felt authentic, so we asked current students which parts of the city they felt closest too. With that information front of mind, we spent time in the city taking in the ebb and flow of sound and movement. This gave us a real authentic feeling of what was at the core of the city. The campaign was launched on Facebook with an unprecidented success for the NTU marketing team, resulting in over a 250,000 views in just over 48 hours.