I am PCAL

1 Main Brand Film | :30 Cutdown | 11 Department Reels | 60+ Production Hours | Campus-Wide Shoot

“I Am PCAL” is a cinematic, inspirational brand film campaign created to celebrate the heart of the Potter College of Arts & Letters (PCAL) at Western Kentucky University. Anchored by one hero video, supported by a :30 cutdown and 11 custom social reels (one for each department), the campaign spotlighted the diverse disciplines, vibrant community, and creative spirit that define PCAL. The result was a powerful, multi-format storytelling initiative that united the college’s identity and inspired students, faculty, and alumni alike.

The Challenge

Potter College needed a unifying narrative that could celebrate dozens of distinct departments under one clear, emotionally resonant message — while performing seamlessly across multiple platforms. The goal was to create cinematic, versatile content that could connect with prospective students, current students, faculty, and the broader WKU community in a meaningful way.

The Execution

Over the course of 60+ production hours, our team filmed across every PCAL department, capturing both the academic excellence and human connection that define the college.

• Main Brand Film: A cinematic anthem combining sweeping visuals, authentic performances, and a unifying voice.
• :30 Cutdown: Designed for digital advertising and recruitment, delivering a punchy, high-impact version of the story.
• 11 Department Reels: Crafted for social media to spotlight each department individually, giving every program a distinct moment while maintaining a cohesive campaign look and feel.
• We leaned into natural light, dynamic camera movement, and authentic storytelling, creating a visual language that felt both elevated and personal.

The Results

The “I Am PCAL” campaign became a signature storytelling asset for Potter College — used across digital platforms, recruitment events, and internal communications. The department reels empowered each program to tell its own story within a unified visual framework, extending the campaign’s impact across audiences and channels.

My Role

• Scriptwriting: Wrote the narrative script that anchored the hero film and unified all content formats under one message.
• Strategic Partnership: Collaborated closely with the client to align creative direction with institutional goals and recruitment strategy.
• Location Scouting & Coordination: Personally scouted and coordinated all filming locations across campus to ensure smooth logistics and visual variety.
• Production & Creative Oversight: Supported on-location direction, coordinated across multiple departments, and helped shape the cinematic tone and pacing of the campaign from concept to completion.
• Collaborated on concept and narrative structure, ensuring consistency across the hero video, cutdown, and 11 reels.
• Assisted with on-location direction and coordination across multiple departments.
• Contributed to creative execution and storytelling oversight, helping shape the tone, pacing, and cinematic identity of the campaign.
• Graphic Design: I also developed the graphics package for the campaign