# @overneath_creative on Instagram

- **Type:** Image
- **Original URL:** https://www.instagram.com/p/C_tZOPlvrQK
- **Gondola URL:** https://gondola.cc/posts/23014819-overneath-creative-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/thumbnails/ea6c0be676.jpg
- **Posted:** 2024-09-09T20:09:31.000+00:00
- **Account Owner:** Overneath Creative (@overneath_creative) — https://gondola.cc/overneath_creative

## Caption

Check out Director drewdirects's vision for the WMU Haworth "Imagine" campaign. This project goes beyond academics, offering a full look at the Western Michigan University experience. Here's what Drew had to say:

"The goal of the campaign is to attract students to Haworth. But by giving them a glimpse of not just the academic life but the whole WMU experience—campus, life after college, and even the vibrant community of Kalamazoo and SW Michigan.

From the outset, the WMU Haworth marketing team and I knew we wanted to go beyond standard classroom shots. We aimed to create a campaign that would allow prospective students to imagine their ideal college experience. So, I pictured this: a high school senior, sitting in their childhood bedroom, researching colleges. They pull up WMU Haworth on their laptop, and suddenly, they’re transported into their own imagined future.

The video takes them on that journey: stepping onto campus for the first time, feeling the excitement of new possibilities, diving into the Haworth experience. Then, we shift to life in Kalamazoo—highlighting the local gems like the Downtown Kalamazoo Mall, Factory Coffee, University Roadhouse, South Haven Beach, Vintage in The Zoo, and the Kalamazoo River Valley Trail. Each location is called out on screen, giving that “insider” feel that makes students feel like they already belong.

We also brought in the Global Bronco Community by featuring WMU graduates thriving in careers around the world, showing how the journey doesn’t end at graduation—it’s just the beginning.

Finally, the video wraps up with our high school student, played magnificently by camborley, walking out of WMU Haworth with a look of wonder, then match-cutting back to her in her home—still dreaming, but now inspired to make it a reality."

DP: landonlacey 

#VideoProduction #CreativeProjects #WMU #WesternMichiganUniversity #HaworthCollegeOfBusiness #Filmmaking #OverneathCreative #MakeWhatMovesYou #Kalamazoo #MichiganFilm #ContentCreation #StudentLife #CollegeExperience #HigherEducation #Marketing #DiscoverKalamazoo #PureMichigan #MarketingStrategy

## Stats

- **Views:** 0
- **Likes:** 16
- **Shares:** 0
- **Comments:** 0

## Tags

filmmaking, puremichigan, collegeexperience, highereducation, makewhatmovesyou, marketingstrategy, creativeprojects, westernmichiganuniversity, discoverkalamazoo, wmu, kalamazoo, haworthcollegeofbusiness, overneathcreative, michiganfilm, videoproduction, marketing, contentcreation, studentlife

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