Task
Produce paid media spots promoting the Islanders' single-game ticket sales. This included a generic version and group-focused variations, optimized for social and web placements.
Means
Worked with archival footage from past seasons inside of Premiere Pro for initial cut, sound desand, and color then After Effects for visual fx.
Strategy
Build an engaging promotional video targeted towards an audience that was interested in the Islanders, but not bought in yet on coming to a game. I wanted to focus on showing off the Isles' fans and the experience of coming to a game at UBS Arena. The goal was to mix in some action highlights throughout, but it keep it dialed in on the fans. This starts with creating an engaging hook and then keeping the tempo up through the whole 30s spot.
Execution
Pulled and organized footage from recent games and fan activations, identifying the strongest openers, peaks, and payoffs. Created a hook that pulled the viewer then kept them engaged. Placed a huge emphasis on sound desgin to ensure the viewer was consistently drawn in either visually or audibly. Ended each video with a Call to Action to make sure viewers were converted into ticket sales.
