Welcome Back to Campus: Butterfly Video was produced with the Toronto Metropolitan University student community in mind, both new and returning, as well as the wider campus community such as staff and faculty, who are all returning to campus and starting a new academic year together. We produced a video for social media (Instagram and TikTok) showcasing a student’s journey to TMU's campus on the first day of class while recalling her memories of summer in Toronto. Our goal was to foster a sense of energy, excitement, and positivity around the return to campus and the student experience at TMU. We posted it on our social channels on the first day of class in the fall semester. We wanted our community to feel energized for the new school year while appreciating and reminiscing on their memories from summer. With some changing opinions in the news about safety in downtown Toronto, we wanted to reconnect the student experience in Toronto with that positive outlook and association. The results of this video included 100% positive feedback and sentiment on social media. The video achieved over 214,000 views, over 3,100 likes, 74 comments, 519 shares, and 154 saves.
From the Judges
Really creative and beautifully executed—this video felt more like a commercial than typical social content. The engagement was well above average, showing it resonated deeply with the audience. The unique filming style and thoughtful production choices clearly paid off. For the student community, it really landed.
