NEW WORK — Directed by Emma France A new series of spots created with our friends at DDM Marketing + Communications for Southwestern Michigan College. Built around the campaign idea “Chart Your Own Course,” the pieces reflect that moment when someone decides to change direction and pursue something new. Emma’s approach leaned into the hands-on environments that make that choice real—students turning wrenches in the auto lab, experimenting with chemical reactions, and practicing medical training with specialized nursing models. One of the strongest moments emerged naturally on set - the closing student shots that became anchors of the final spot. What was originally planned as a two-day shoot ultimately came together in one day, with Emma and Producer Sarah Kutchinski coordinating splinter crews across campus to keep production moving. We’re proud of Emma. We’re proud of our partnership with DDM. And we’re proud to support Southwestern Michigan College. Client – swmich Agency – ddmm...