🎬  Case Study: “Play” – Emmy-Nominated :30 Television Spot

Client: Atlanta Institute of Music
Role: Creative Director, Writer, Producer, Editor, Voice Talent
Recognition: 2014 Southeast Regional Emmy® Nominee – Director, Short Form

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🧠  Objective

To drive awareness and applications for the Atlanta Institute of Music’s programs in music performance, audio engineering, and music production. This campaign aimed to inspire creatively inclined young adults to explore a hands-on education rooted in real-world recording and performance environments.

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🎨  Concept & Creative Approach

This spot centered on a thematic play on the word “Play” — not only as a command to begin something (as in “press play”) but as a deeper expression of performance, creativity, joy, and expression.

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Visual Technique:

• A bold “Play” icon remained superimposed in the center of the screen for the duration of the ad.

• Full color was revealed only through the bounds of that icon, while the rest of the screen remained in high-contrast black and white.

• This visual metaphor emphasized that music brings life and color to the world around us.

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Narrative Flow:

• Footage of students tuning instruments, adjusting recording gear, and preparing to collaborate created a sense of anticipation.

• The energy built until the final moment, when a student reaches forward to press the on-screen "Play" button — triggering the school’s logo and call-to-action.

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Tone:

• Voiceover delivered in a calm but confident tone to evoke warmth, professionalism, and a sense of creative empowerment.

• Music bed chosen to rise in intensity, underscoring the excitement and emotional journey of making music.

 

🎤  Full Script

“Ever wanted to learn the universal language of music?
…or audio recording, engineering, and production?
Here, you’ll do it all.
Come to the Atlanta Institute of Music…
…and play.”

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📈  Results & Impact

While exact advertising run-time data was not made available by the school, this commercial became a cornerstone of the Atlanta Institute of Music’s brand awareness campaign. According to senior leadership:

• Inbound interest spiked shortly after the ad’s release

• The spot was renewed and aired repeatedly

• The piece was nominated for a Southeast Regional Emmy® Award for Outstanding Achievement in Television Crafts (Short Form Directing) — a major endorsement of its professional impact and creative quality

 

🔧  Responsibilities

• Concept development

• Scriptwriting and VO recording

• Direction, camera work, and on-site production

• Post-production and editing (color, timing, music integration)

• Audio mastering and final delivery for broadcast

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🧩  Creative Highlights

• Visual storytelling using metaphor and color contrast

• Brand alignment with a youthful, artistic audience

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

 

🏆  Recognition

Nominated for Outstanding Achievement in Television Crafts – Director, Short Form
2014 Southeast Regional Emmy® Awards – National Academy of Television Arts & Sciences (Southeast Chapter)