RIT LED Screen
Content that connects campus.
Video
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Creative Direction
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Project Management
RIT’s new Student Hall for Exploration and Development had a prominent LED screen but zero content before its fall opening. With thousands of daily visitors expected, I led the team that created a compelling media strategy and launch library.
Challenge
In summer 2023, RIT’s Student Hall for Exploration and Development (SHED) was nearing its fall opening with a critical gap: a prominent LED screen visible throughout the building had zero content. With over 7,000 daily visitors expected, the space needed compelling media that would engage the entire RIT community while showcasing campus achievements and building school spirit.
Solution
I was selected to lead the team responsible for conceptualizing and designing the launch content. Working with RIT MAGIC Spell Studios, I met with key stakeholders including RIT’s Division of Marketing & Communications and SHED administration to understand their vision. I developed a content strategy across four categories: sizzle sequences celebrating student achievements, event advertisements promoting campus programming, student work compilations highlighting innovation, and live athletic broadcasts strengthening Tiger pride. I established project management systems, provided creative direction, created templates and workflows for future teams, and maintained stakeholder communication. Together, we delivered 3.5 hours of video and motion graphics content in three months, then continued expanding the library through collaborations with every RIT college.
Impact
The SHED LED screen now serves over 7,000 daily visitors as a focal point that enhances the building’s experience. The templates and workflows our team established continue supporting ongoing content management, and this large-scale experiential media platform has become a recognized presence at RIT.
Team
Adelle Young
Annelise Wall
David Long
Mackenzie Gidusko
Max Stromfeld
Nolan Merritt