Riley Joslin
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rit mhky homecoming

campaign

 

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.

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PHOTOGRAPHY

STUDIO LIGHTING | RETOUCHING

 A few selects from the studio shoot. "IMG_1307" and "IMG_1316" were used in final design solutions. Shot on black background for seamless implementation.

A few selects from the studio shoot. "IMG_1307" and "IMG_1316" were used in final design solutions. Shot on black background for seamless implementation.

 

CREDENTIALS

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.

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SNAPCHAT GEOFILTERS

GRAPHIC DESIGN

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.

 Homecoming Campaign Filter

Homecoming Campaign Filter

 Student Sections – "Corner Crew" Filter

Student Sections – "Corner Crew" Filter

 Full-Season Style Filter (Interchangeable Opponent)

Full-Season Style Filter (Interchangeable Opponent)

 

Snapchat Screenshots (click to enlarge)

 

PROMO VIDEO

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.