http://www.youtube.com/watch?v=L9LHfBO2pAM
Cathy Doan never imagined she’d audition for a TV commercial, let alone find herself being filmed knee deep in a campus pond after she was cast for the spot by the producers.
But there the civil engineering major was, clad in waders and a quickly sodden white lab coat, posing as a student dipping for water samples behind Howard Hall. Director Mark Meyers of TradeMarky Films and various production team members buzzed around the site, while Professor Win Everham kept an eye out for alligators, during filming for Florida Gulf Coast University’s new video PSA promoting “The FGCU Effect” brand.
“I trusted them – I wasn’t worried about the alligators,” Doan says, laughing. “It was a great experience. It helped me feel more OK with trying something I’ve never done before.”
A senior graduating in spring, Doan was one of dozens of students, alumni, faculty and staff who appear in and worked behind the scenes on the 30-second commercial developed by University Marketing & Communications. She was encouraged to audition by the staff of the Whitaker Center for STEM Education — where she works part time — who thought she would be a great representative for women in science, technology, engineering and mathematics, Doan said.
STEM is just one of the key programs spotlighted in the fast-paced ad, which was given a Hollywood-style red-carpet premiere during halftime at the FGCU men’s basketball game Thursday, Jan. 14. (It will be screened on the Alico Arena scoreboard again Saturday, Jan. 16 at the women’s basketball game).
The commercial’s poetry-slam-worthy text and quick-cut visuals touch on some of each college’s academic programs as well as athletics, the arts, campus life, student success, faculty research, community connections, diverse alumni and FGCU’s natural environment:
“It started with land and a grand plan
To build a university, protect biodiversity
Shape engineers and pioneers
Explore frontiers and spark careers …”
The video culminates with the message that has become the university’s brand mantra: “Inspiring those who inspire others – that’s The FGCU Effect.”
“We wanted to create a spot that reflected both the progress and personality of FGCU — and do it in a way that’s unexpected and captures people’s attention,” says Deborah Wiltrout, Associate Vice President of University Marketing & Communications. “I think we succeeded.”
Scenes were shot in 18 campus locations over nine days in December: students soaring on skateboards and wakeboards; a staged “concert” in the Music Building’s U.Tobe Recital; faculty lecturing and researching side by side with students; alumni, representing a variety of professions, lined up on a boardwalk.
One of the more challenging shoots may have been commencement. The man who oversaw production of “The FGCU Effect” was also walking across the Alico Arena stage to receive his degree in business management and entrepreneurship.
Guillermo “G” Fernandez already had a freelance photography business and was working as a production manager for TradeMarky Films when he heard that University Marketing & Communications was planning a TV commercial. He met with Wiltrout, who shared the team’s vision, script and storyboards for the spot, and the partnership with TradeMarky began.
As the spot’s producer, Fernandez wrangled the logistics of the compact shooting schedule, the amateur cast and diverse locations. In the midst of his own final exams, no less.
“It was a really good challenge — it tested me a lot,” says the Miami native, who transferred to FGCU from a larger east coast college where he felt no connection with anyone.
“I dreamed about doing something like this as a student for years. I’ve never seen a spot that showcased everything that’s unique about FGCU. This school helped me discover my passion for photography and storytelling. That effect on me is something I wanted to show people.”
Inspired by FGCU, he’s now inspiring others with his work. That’s the FGCU Effect.