CASE STUDY: TEACHERS COLLEGE
For several years, Room 3 has enjoyed a partnership with Teachers College at Columbia University, one of the world’s leading graduate schools in the fields of education, psychology, and health.
Working with TC’s Enrollment Marketing & Communications team, Division of Student Affairs team, TC Generation team, and Brand & Creative Studio, we have created a wide variety of promotional and marketing content featuring extensive interviews and custom motion graphics. Notably, we recently produced the “TC Anthem” campaign centered around the launch of Teachers College’s new slogan “True change starts here.”
“Room 3 produced a large package of deliverables for us - several long promotional videos and many, many short cutdowns for our annual advertising campaign. They interacted with our filming subjects with consideration and produced beautiful footage, including portrait photography. We are all very happy with the final product and the way they applied our feedback, while also providing their own expertise and creative direction.”
HERE’S WHAT WE’VE CREATED OVER THE YEARS:
TC HISTORICAL JOURNEY: EVENT VIDEO
In 2023, we worked with the TC Generation team on a scripted video piece that celebrates Teachers College’s long, rich history of striving to create a smarter, healthier, and more equitable world. Featuring a powerful voiceover performance by Kenita Hill, and combined with b-roll that we shot around campus in tandem with custom TC-branded animation work, the video emphasizes the school’s commitment to creating “true change” in the world.
This piece was debuted on campus during Alumni weekend (Oct 2023) as shown in the accompanying video.
TC ANTHEM: ACADEMIC PROGRAM PROMOS
As part of the TC Anthem campaign, we shot dozens of interviews with TC alumni, students, and faculty members, as well as cinematic b-roll of students and professors conducting innovative research work around campus, giving presentations, and attending events like job fairs and Convocation. This particular series of videos highlights the three main programs at TC – Education, Psychology, and Health – along with the newly launched Online Counseling offering.
TC ANTHEM: SOCIAL MEDIA ADS
Ahead of the TC Anthem campaign launch, we also created social media ads for the Enrollment Marketing & Communications team, which were promoted on Instagram, Facebook, YouTube, and LinkedIn. Featuring dozens of the interview subjects shown in the main videos, the social media cutdowns encourage viewers to either “Apply Now” to TC, or to “Learn More” about the school’s new slogan “True change starts here.”
WHAT IS YOUR TC STORY?
Ahead of the 2021-22 academic year, we produced this piece for new student orientation at the beginning of the Fall 2021 term for New Student Orientation. Featuring a montage of profiles of TC students from multiple disciplines, the video mixes cinematic b-roll and docu-style interview footage to paint the picture of Teachers College as a unique and rewarding educational community.
A TASTE OF HARLEM SERIES
In collaboration with the TC Division of Student Affairs team, we produced a video series for Black History Month 2021 called “A Taste of Harlem,” which profiles restaurants and bars near the Teachers College campus. The goal was to highlight and support Black-owned local businesses that contribute to the unique and unmistakable culture of Harlem.
WELCOME BACK VIDEO (2020-21)
Featuring Dr. Thomas Rock, Associate Vice President & Chief Student Affairs Officer, as host and narrator, this video welcomes students back to TC for the 2020-21 academic year, acknowledging the difficulties of COVID and hybrid learning, but reassuring students that TC’s commitment to lifelong learning is as strong as ever.
BEHIND THE SCENES:
