How a student video series became the cornerstone of city-wide recruitment

Context

Baltimore Collegetown wanted to attract and retain students by shifting how the city was perceived. Instead of relying on brochures and statistics, they needed to make Baltimore feel alive through the voices of students themselves.

Approach

Enter The Baltimore Look Book video series. It features thirteen college students sharing “a day in the life” at their schools and in the city. The goal was to let Baltimore speak through authentic student voices.

My role was to make sure those voices came through with authenticity and emotional resonance. That meant:

Shaping the initial narrative approach and script outlines
Acting as field producer, keeping shoots on track and energy high
Interviewing students and asking follow-up questions to draw out stronger, more personal soundbites
Using my story sense on set to spot which moments and visuals carried real heart, and guiding the team to capture them
Managing the small details — from talent comfort to continuity — so nothing pulled audiences out of the story

Output

A 13-part video series featured on Baltimore Collegetown’s website and YouTube channel
Integration of video content across printed Look Books, social channels, and recruitment campaigns
A multi-purpose content library showcasing authentic student perspectives

Results

The video series became a centerpiece of Baltimore Collegetown’s recruitment ecosystem. It not only gave prospective students a real window into life in the city, but also provided the organization with a library of authentic content they could repurpose across platforms.

Value

This project highlights how narrative direction on set turns raw footage into an ecosystem of content that keeps working. It’s messaging that feels human, resonant, and lasting.

Baltimore Collegetown Network