Campaign: “The Last Bench” – A University’s Alumni Fundraiser Video

🎯 Goal:

Increase alumni donations by creating an emotional connection to the university’s legacy and impact.

💡 Concept:

We focused on something simple but deeply nostalgic — the last bench in the old lecture hall. The story was told from the perspective of a now-successful alumnus who used to sit quietly in the back row, doubting himself. Through the narration, we saw glimpses of his student life — struggling with exams, late-night study sessions, finding friendships, and eventually discovering his purpose.

The twist? At the end, we reveal he returned to campus not just as a guest speaker, but as the donor funding the renovation of that very hall — keeping the bench intact as a symbol of quiet perseverance.

🎥 Creative Elements:

Warm, natural lighting and handheld shots to create an intimate, authentic look.

Real archival photos of students spliced into the film.

A custom piano score that slowly built in intensity.

No actors — we used real alumni and students to keep it grounded.

📈 Results:

3.5M organic views across platforms

120% increase in small-scale alumni donations over 6 weeks

Dozens of emotional responses and testimonials in the comments — people sharing their own “last bench” memories.

💬 Why It Worked:

It wasn’t just about fundraising — it was about identity, memory, and belonging. By tapping into a universal feeling (being an underdog, or a quiet dreamer), we invited people not just to give money, but to reconnect with a part of themselves.

If you'd like, I can also adapt this kind of approach to your specific campaign or idea. Just let me know what you're working on.

Can you share an example of a successful video campaign you have worked on?

Tools

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Creating emotional resonance in video content is about forging a genuine connection between the story on screen and the viewer's inner world. Here's how I approach it:

1. Start With a Core Emotion

I begin by identifying the core emotion I want the audience to feel—joy, nostalgia, sadness, hope, empathy. Everything in the video, from visuals to pacing, is built around amplifying that feeling.

2. Find the Human Story

People connect with people. Whether it’s a brand story, a documentary, or a short film, I focus on characters—real or fictional—that viewers can relate to. Their vulnerabilities, challenges, and growth make the emotional hook stronger.

3. Keep It Honest and Relatable

Authenticity is everything. Viewers are quick to detect anything forced or overly scripted. I lean into honest, imperfect moments—things that feel raw and real. That’s where emotional resonance lives.

4. Use Visuals to Show, Not Tell

Emotions don’t always need to be spoken. A lingering close-up, a quiet glance, or an empty room can say more than dialogue. I let the visuals carry the weight whenever possible.

5. Score It Right

Music and sound design are huge emotional drivers. I choose music that supports the tone without overwhelming it, and I’m intentional with silence—it can be just as powerful.

6. Craft the Arc

Emotion builds through structure. I create a narrative arc that has tension, stakes, and a resolution. That journey—even in a 30-second spot—gives the emotion space to rise and land.

7. Leave Space for the Viewer

I don’t over-explain or close every loop. I leave room for the audience to interpret and feel. That space allows them to bring their own experiences into the moment—and that’s what makes it resonate.

In short, emotional resonance comes from truth. When the story feels real, when it taps into something familiar and human, the emotion fol

lows naturally.