Full circle: creating NC State's brand anthem

I still remember the lightbulb moment when I took my first “Intro to Film” class at NC State University. At the time, I was a biology major who was looking for a new field that would tap into my creativity and storytelling abilities. Fast forward years later, when NC State’s College of Humanities and Social Sciences asked me to help create their new brand anthem, I jumped at the opportunity. This was a chance to help the college tell its own story to the world and come full circle on my own vocation.

In today’s higher education landscape, humanities and social sciences programs often need to reassert their value and relevance. Through this campaign, we set out to elevate the voices of NC State students and show how these disciplines shape the world around us. The college had recently developed a brand refresh concept called Being Human: The Verb. It reframes the phrase “To ___ is human” with active words that reflect the breadth and impact of humanities and social science disciplines. My challenge as creative lead was to translate this flexible platform into a clear, emotionally resonant video concept that would feel authentic to potential students and alumni.

DP Josh Steadman frames up the camera at North Raleigh Ministries. Photo by Shawn Goldberg

With my frequent collaborators, Shawn Goldberg and NC Jones, we shaped a strategic and creative approach that would center real student voices. We proposed an elevated documentary style that would capture both the diversity and the impact of the college. Working with the college’s internal creative team, we focused on three students, each representing a different facet of what it means to study and apply the humanities and social sciences today. 

Rather than rely on traditional on-camera interviews, we conducted pre-interviews with each student to get to know them better. Using their own words from the recorded conversations, our team scripted voiceovers that felt authentic and concise. This allowed us to shape a cohesive narrative arc across the flagship anthem and the individual student features, while reinforcing key brand messages. 

Screengrab of Tishera posing for the camera

Visually, we aimed for something that felt confident, optimistic, and dynamic. We took inspiration from the New York Times and Nike brand campaigns, using handheld camerawork, expressive motion graphics, and straight to camera hero portraits. Cinematographer Joshua Steadman and gaffer Matthew Moore brought a beautiful touch to the lighting. We leaned into warm natural light for outdoor scenes, and introduced red accents and stylized lighting in spaces like the radio station and driving simulator lab to add boldness and energy.

Director Kieran Moreira reviews the monitor of a shot of Mason at WKNC. Photo by Shawn Goldberg

One of the most rewarding aspects of this project was the true collaboration with the college’s internal creative team. They trusted us to lead the creative direction while remaining deeply engaged throughout. Their insight helped shape casting, the tone, and final script refinements, keeping the storytelling grounded in the college’s mission.

The result was a flagship anthem video and three supplemental student stories, each featuring one of our incredible students: Mason, Meaghan, and Tishera. Filming with Mason at WKNC was a particularly meaningful moment for me, reconnecting with a place that helped launch my own creative journey.

Years later, this project reinforced just how formative my NC State experience was. It was a privilege to bring both creative vision and brand strategy to a project for the community that helped build my own.

Credits:

NC State College of Humanities and Social Sciences:

Director of Communications and Marketing: Nash Dunn 

Assistant Director of Communications: Allie Bluhm-Whitley

Writer and Editor: Rachelle Garbarine 

Social Media Specialist: Nick Hall 

Negative Split Films:

Featuring: Ilia Jones

Producers: Shawn Goldberg & Carla Hendrix

Script writers: NC Jones & Kieran Moreira

Director of Photography: Josh Steadman

Gaffer: Matthew B Moore

Audio: Taylor Parris

PA: Taewan Park

Animators: Dylan Carrow & Drew Carrow

Music composer and sound designer: Matthew Chilleli 

Director and editor: Kieran Moreira