Less “produced.” More real—by design. 104 deliverables across 17 programs, built vertical-first (9×16) to meet students where they scroll. For WMU Haworth, we leaned into “strategic authenticity”—choices that put story over sheen to feel authentically student-made. We’ll share more over the next few weeks, including perspectives from the Director, Producer, and Editor on how this came together. Team Creative Director: drewdirects Producer: emmadfrantz DP: landonlacey Editor: distilled_walker Partner: hcobwmu westernmichu #OverneathCreative #StrategicAuthenticity #VerticalVideo #9x16 #ReelsFirst #UGCInspired #AuthenticContent #HigherEdMarketing #EnrollmentMarketing #StudentRecruitment #VideoMarketing #Cinematography #Editing #CreativeStrategy #WestMichigan #Kalamazoo #WMU #HaworthCollegeOfBusiness