Chinese International School (CIS)

Thumbnail for HKUST IEDA Department Video

Case Study: EuCan Productions Delivers Arts-Infused Fundraising Triumph for CIS' Annual Fund Video

‍

Client:

‍

Objective:

To craft a creative and visually stimulating video that captures the essence and importance of the arts at CIS, thereby aiding in the fundraising efforts for the school's Annual Fund.

‍

Challenge:

The primary challenge was to encapsulate the vibrant and diverse arts culture within CIS in a way that not only informs but also emotionally connects with potential donors, encouraging them to contribute to the Annual Fund without being too hard-sell.

‍

Solution:

EuCan Productions designed an artistic concept that provided a dynamic exploration of the arts at CIS, blending fast-paced montages with structured but authentic heartfelt interviews.

‍

Development Process:

1. Conceptualization: Our team decided on a three-part structure to explore the multifaceted nature of art - the "what", "how", and "why" - to provide a comprehensive yet engaging narrative.

Storyboard mock-up for CIS' Annual Fund Video creative concept — Mock-up #1 of the "Art is _____" Concept

2. Interview Crafting: We utilized a "fill in the blank" style for the interviews, inspired by the successful Calvin Klein campaign; prompting the diverse group of interviewees to complete the thought-provoking statement, "Art is ______."

CIS Annual Fund - EuCan Productions - Pre-Production — Mock-Up #2 of the "Art is ___ Concept"

‍

3. Production: Each scene was meticulously planned to include a mix of interviews and b-roll, capturing students and other members of the CIS community as they engaged with various art forms; theatre, filmmaking, painting, arts and craft, music and acapella, etc. Artistic and documentary-styled interview shots were crafted for each individual speaker to ensure they each have their own unique "look".

Behind the scenes from our shoot at CIS Annual Fund Arts Video (eucan productions) — Behind-The-Scenes from day of shoot

CIS Annual Fund - EuCan Productions — Final shot

4. Editing: The fast yet paced out editing style was chosen to maintain viewer engagement and reflect the energy and creativity of the arts at CIS.

‍

Outcome:

The video was a resounding success, resonating with the CIS community and beyond - often referenced by ESF schools.

The compelling blend of visual storytelling and personal testimonies provided a powerful portrayal of the importance of the arts in education, significantly contributing to the Annual Fund's increased donations - a total of HK$17.8M.

EuCan Productions effectively addressed CIS's need to communicate the value of arts in education. By adopting an innovative approach that intertwined the emotional and aesthetic aspects of art, the video served as a persuasive tool in the fundraising campaign, leading to a meaningful increase in contributions.

‍

Check out the video below and see how EuCan Productions can transform your fundraising message into a work of art.

‍