about
The New Settlement Community Center (based in The Bronx, NY) offers their members a range of programs in health and nutrition, education, youth development and the arts. When you want to reach your local community, the best method to do so is through television and the digital media. They chose to use these channels to promote some of their programs via short video ads. In such projects, the main challenge is usually the time limit, since you need to fit as much useful information as possible in just 30 seconds. But another difficult task was to try to keep all videos visually consistent, while making each one feel unique. A good option for resolving this problem was to have different background music for every video. This way the tracks ended up matching the mood of each ad individually, which made every program stand out on its own.