Masters in Strat Comm

The Problem:

When the UNC Hussman School of Journalism and Media condensed its Master’s programs into an intensive, one-year track, the biggest hurdle wasn't the curriculum, but the silence surrounding the transformation. The program was a massive shift for the school, but without a clear, public-facing narrative, potential students had no idea it existed. Despite attending Hussman, even I was under the impression the programs were two-year tracks. We were tasked with creating a promotional piece that didn't just announce the change, but sold the prestige and the "get ahead" nature of a Hussman degree.

The Truth:

Most higher-ed promos fall into the same trap: stock-feeling B-roll and "inspiring" instrumental music that feels more like a corporate brochure than a grad school. We knew Hussman was different, it's a place for creators, disruptors, and innovators. Our goal was to build a "School of Cool" aesthetic that captured the energy of Chapel Hill without artificial veneer. We wanted a video that felt like the industry it was preparing people for: vibrant, alive, and authentic.

The Execution:

As the producer and lead editor for the centerpiece long-form content, I was responsible for translating that "School of Cool" energy into a cohesive narrative. While I collaborated with a team of videographers and sound engineers to capture the raw material, my focus was on the final cut, and ensuring the piece reflected our anti-santized vision, while still giving the world-class faculty and campus environment room to shine.

I managed the production workflow from the interviews and b-roll shooting through to the final export. We traded out corporate cliché for a product that reframed the school as a modern launchpad into the strategic communications industry.

The resulting long-form piece didn't just explain the new program, but gave prospective students a real sense of what it feels like to be part of the Hussman community.