Chinese International School (CIS)

Interview participant seated between warm stage lights for the CIS Annual Fund video

EuCan Productions created an arts-focused Annual Fund video for Chinese International School, combining interviews with scenes of the school’s creative community to explain the role of arts in education.

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Client:

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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.

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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.

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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.

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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.

CIS storyboard mock-up of a young performer with the words “Art is to create something from nothing” — 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 storyboard mock-up of a painter with the words “Art is when we interpret the unknown” — Mock-Up #2 of the "Art is ___ Concept"

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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".

Camera and lighting setup for a CIS Annual Fund interview in a music classroom — Behind-The-Scenes from day of shoot

CIS student speaking during an interview in a music classroom — 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.

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The finished Annual Fund video

The finished video brings together personal interviews and scenes of the arts at CIS. Its “what”, “how” and “why” structure gives the school a way to explain the place of arts in education as part of its Annual Fund campaign.

Watch the film below to see how the concept developed from the early mock-ups into the final edit.

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