MUSE Gold

2022

Our Stories

Entrant Company

Mnemonic Agency

Category

Video - School / Universities

Client's Name

Contra Costa College

Country / Region

United States

“Our Stories” is a series of video ads produced for Contra Costa College as an extension of their 2021 – 2022 video advertising campaign “Hands-On” which was designed to reach an underserved community, introduce them to viable career paths, and provide them with equitable access to higher education through the free resources available to them. These new, narrative ads titled “Our Stories” emotionally connect with intended audiences while complementing and strengthening the previous creative messaging. The stories featured are representative of the adversities that students often face on their path to success. They also illustrate the role that Contra Costa College takes an inclusive and welcoming ally in helping their students navigate real-life challenges and overcome obstacles to achieve their goals. Produced in partnership with each student, we brought their true voice and authenticity to this intimate and personal on-screen storytelling campaign. It was most important that we see this campaign through the lens of those featured to ensure that we represent these individuals and speak to their communities accurately and appropriately. Most disabilities and adversities are unseen and it was important that we reflect such on-screen to reach and represent all persons with dignity, integrity, and respect. This required us to be even more strategic with the words scripted, the visuals directed, and the diversity chosen when casting real-life students. The entire campaign was developed and produced in both English and Spanish language with native closed captioning intended to reach all prospective students in their community.

Credits

Creative Director/Lead Writer/Producer, Mnemonic Agency
Michael DeNatale
Producer/Director, Media3Sixty
Agrifino Edralin
Director of Photography, Erick Lee Pictures
Erick Lee
Writer/Producer
Megan Sanchez
Writer/Producer
Ricardo Lopez
Writer/Producer
Sasha Graham
Executive Producer, Contra Costa College
Larry Womack
Executive Producer, Contra Costa College
Evan Decker
Executive Producer, Contra Costa College
Sue Abe
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