RIT HOCKEY HOMECOMING 2017 CAMPAIGN
CREATIVE DIRECTION / GRAPHIC DESIGN / PHOTOGRAPHY / VIDEO PRODUCTION
RIT's Brick City Homecoming game is the season-opener and largest game of the season. It's playing in Downtown Rochester at the Blue Cross Arena and usually draws around 10,000 fans. The game is traditionally known as the go-to game of the season for students, faculty, alumni, and the greater community. The campaign earned a total of 101,603 impressions across all channels in one week.
SOCIAL MEDIA GRAPHICS
INSTAGRAM | TWITTER
The main graphics feature elements of Downtown Rochester, including the city's map grid in the background and the downtown skyline.
STUDIO LIGHTING | RETOUCHING
The credentials follow the same look as the social media graphics with the city's grid map in the background and the aerial view of the arena, with an orange template bar at the bottom so that any department title can easily be added.
Three filters ran through the game. The primary filter was the specific Homecoming Campaign style. The three filters produced a combined 91.9% usage rate, competing against the location's other geofilter options. The filters totaled 41K views combined.
Snapchat Screenshots (click to enlarge)
CINEMATOGRAPHY / EDITING / STORY-BOARDING
This video was cut in different variations for different platforms. Prior to the game, it acted as a promotional piece to hype the game. On gameday, it was used as a final push for fans to join the "Roar of 10K", which was the main hashtag for the campaign. Finally, it was the intro video that played on the video boards before RIT took the ice.