Campaign Launch

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August 1st, 2025

Campaign launch
wtae back to school

My favorite project yet

2025 has been a big year creatively. One of the highlights was was the Back to School for WTAE. This was the first time I've been tasked with a whole on air and online campaign. 

My goal with the promos was fast-paced energy to get viewers in the mindset we wouldn't waste their time.

Waking up, getting ready, forgetting the keys. For the shorter 15 second weather and traffic spots, I wanted to put the audience in the Back to School rush feeling, and offer a promise that solves their problems or at least takes some aspects off their plate.

On our website I created this back to school photos section using our anchors. For socials, our digital team took over Facebook, Instagram, and Tik Tok posting. They did lives with anchor and vertical videos promoting coverage.

For the IDs I went with a text message style visual. Relaying that any questions parents have can be answered by us. The goal was to build trust with viewers on every aspect of their routine.

For gear, I stuck with our trusty C70 on a ronin RS4 with a raveneye attachment. This helped track our anchors for moving shots. We paired that with our Rode Wireless Go IIs with Seinheiser Lavalier mics. A pretty simple rig that could be used by just one person. For lights we used our skypanels on c-stands and a couple smaller dracasts. Along with a reflector for outdoor shoots

As for the edit, I worked in Premiere and After Effects. I created the endslate and general look using textures and assets from texturelabs.com Designing the look was probably the longest part of this process.

Back to school

My biggest project of this year. I wanted to differentiated us from the competition with an energetic style that showed this station is the go to for quick news that doesn't waste your time.