JMU UREC WELLNESS CENTER
Imovie
SMAD 342: Elements of Creative Advertising
In this project, my group was tasked with developing a full advertising concept for a targeted campaign, including strategy, copy, and visual direction. The assignment challenged us to think critically about audience insight, brand positioning, and the emotional impact behind effective messaging.
Details
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Group name: BALY
Brooke, Alice, Lauren, Yozaira
Company: James Madison University Urec Wellness Center
Product: Massage Therapy Services
Target Audience: JMU Student Athletes
Step 1: research and creative brief
We created a clear video concept and turned it into a scripted storyboard that matched the timing, visuals, and message from our creative brief. At first, our group struggled to come up with an idea that wasn’t too complicated to film, but after brainstorming we finally found a simple, focused concept that communicated our message effectively. Once we had that direction, building the storyboard and planning each scene became much easier.
step 2: Creative Concept & Story Development
Step 3: Rough Draft
Our rough draft for the video was similar to the final concept, but it helped us see what needed tightening, and the feedback we received guided the adjustments that shaped the final ad.
Step 4: Final Advertisement
We finished and presented our final work for the assignment. We refined our concept to make the story clearer and more focused. This final version reflects the creative direction we ultimately decided on.