Booking my first university commercial with Xavier’s “All For One” campaign was a genuine thrill
As someone who’s worked in academia, recruitment messaging resonates with me on a personal level.
The tone needs to be confident yet welcoming, aspirational without sounding lofty, and, most importantly, authentic.
That’s the balance I aim for from the first read to final delivery.
Discovery came first:
- I reviewed the brief, target audiences (prospective undergrads, transfers, and grad students), and the brand voice guidelines.
- I asked for reference spots and Xavier University’s narrative pillars—mission, values, and differentiators, so I could anchor the read in what truly sets the university apart.
- For “All For One,” that meant emphasizing academic rigor, mentorship, Jesuit values, community engagement, and real-world outcomes.
- Before stepping into the booth, I shared a short tone board: a few takes at different energy levels—uplifting and bright, grounded and sincere, and a subtle documentary cadence.
- Once the creative team aligned on “confident, welcoming, and future-focused,” we set pacing to match the edit: tight, energetic lines for campus-life visuals; slightly longer phrases for labs, service learning, and student-faculty moments.
- We also tagged keywords—“belong,” “discover,” “lead,” “serve,” “impact”—to carry just a touch more emphasis without tipping into hype.
In session, I recorded multiple takes per line for editorial flexibility, adjusting micro-cadence and breath placement so the narration would glide under music, without competing with the score.
My studio chain stayed clean and neutral; a treated booth, broadcast mic, and transparent preamp, to deliver a polished, mix-ready track.
I delivered 24-bit WAV files with consistent loudness, clearly labeled splits, and alts for deadline changes, scholarship mentions, and CTAs.
We wrapped with a brief pickup window for late copy tweaks and a final clarity pass on program names and campus references.
The result is a narration that invites students into possibility—clear, credible, and genuinely encouraging.
It sounds like Xavier: a community that challenges you to grow, supports you along the way, and prepares you to lead with purpose.
Contact William ( Bill)
Email: bill@wmcline.com
Call 401-523-2876