🎬  Case Study: “Answer the Call” – :30 Television Spot

Client: Atlanta Institute of Music
Role: Creative Director, Writer, Producer, Editor, Voice Talent

​

🧠  Objective

Inspiring prospective students to pursue their musical ambitions. The spot blends emotionally charged visuals with a cosmic metaphor, positioning AIMM as the place where passion and purpose collide. The campaign targeted young, creative individuals eager to break into the music and production industries.

​

🎨  Concept & Creative Approach

The commercial opens on an iPhone resting on a desk, ringing with the default Apple ringtone. The incoming call is from “Your Future,” and the contact image is a striking visual of planet Earth. The phone answers itself—an intentional metaphor for fate—and we instantly zoom through the screen into space, beginning a high-speed, cinematic descent through Google Earth imagery and drone footage that ends at AIMM’s front door.

Inside the school, viewers are treated to a fast-paced tour of the facilities and future success: state-of-the-art audio engineering gear, a professional green screen video shoot, students rocking out in a sold-out arena, and photo animations of successful alumni (including Matt Aston, Stephen Freeman, Tosin Abasi, and Josh Baker). Each scene was chosen to showcase both AIMM’s technology and the industry achievements of its graduates.

​

Execution Highlights:

• Scriptwriting & Voiceover: Poetic and persuasive narrative rhythm designed to stir inspiration.

• Visual FX: Cosmic zooms (both down and up) achieved through Google Earth overlays and drone footage composited in post using Adobe After Effects

• Alumni Animations: Background removal and multi-layer depth to breathe life into still images

• Post-Production: Tight editing, subtle sound design, and clean logo animation to wrap​

 

🎤  Full Script

“Have you ever felt called to create music...
…to produce...

...to perform?

Many others felt just like you.

We nurtured their desire,

and now they're taking their place in the industry. 

If you're called to create, 

AIM is the place for you."

​

📈  Results & Impact

The spot generated a surge in enrollment interest and received internal praise for its inspiring narrative arc, technical execution, and professional polish. AIMM leadership credited the campaign with improving lead engagement and resonating deeply with prospective students.

 

🔧  Responsibilities

• Concept development

• Scriptwriting and VO recording

• Drone operation, camera work, and on-site production

• Post-production animation and compositing

• Audio mastering and final delivery for broadcast

​​

🧩  Creative Highlights

• Visual storytelling using cinematic approach with pop culture reference

• Brand alignment with a youthful, artistic audience

• Cross-platform flexibility: adapted versions were used for social, web, and event loop playback