In Sync: Immaculata University's Three-Minute Promotional Video Took Three Hours to Film

On Saturday, Dec. 11, a parade of students and faculty made their way across the chilly campus of Immaculata University. Their mission: Go viral.

They'd turned out in response to a plea the school had issued on Facebook as it prepared to shoot a three-minute promotional music video.

The video opens with the lyrics, “Power—small word, huge meaning,” and is scored by a song already used in radio advertisements that was recorded by musicians Chris Gregory and Mike Antoniotti.

Immaculata is not the first to employ a "lip dub" video, in which students and faculty lip synch to music while touring the campus, as a promotional tool. Such videos have become popular and inexpensive ways to show school spirit and telegenic campuses. Camera operators use unbroken tracking shots to follow the performers across campuses, into academic buildings, and through dormitory hallways, often ending in large gymnasiums or lobbies filled with a pulsing crowd. 

The goal is to obtain footage without interruption, which can be a very difficult task.

“We were there for a while because everything had to run smoothly in just one take,” explained senior , who sacrificed much of her Saturday for the production. “I was exhausted by the end of the shoot, though. It was a long day.”

For a video just over three minutes, Trently said the rehearsals and recording combined lasted three hours. In response to a posting on Immaculata University’s Facebook, some students arrived at the shoot as early as 9 a.m.

“There will be free food, free T-shirts, and free special prizes for all [students] who show up,” the Facebook posting said.

The promise enticed many students, ranging from a computer keyboard-tapping senior, Alexandra Faljean, to a sash-wearing "Ms. Immaculata," Sara Holleran. Many had heard about the inital 30-second clip used as a test for the lip dub and were interested in being a part of the promotional video.

Macs of years past joined current undergrads that morning. When the lyrics mention the famed basketball team of '72, '73', and '74, four of the celebrated ladies are represented.

Available to view on YouTube, the video takes its audience on an tour of the campus that culminates in a celebratory cheer located in the gymnasium which houses Mighty Macs basketball games.

Trently recalled recording the pep rally scene, and said, “It's all these students, faculty and [IHM sisters] supporting Immaculata... It was so much fun, and the adrenaline was great.”

The concept of lip dub videos is as innovative as the Internet services that broadcast them. Instead of hiring actors or models, these projects promote their organizations with the actual students and staff.

The final video is now available: Watch it here.