PenPal Schools: Pakistan

Drive student engagement and prompt international conversations with 360 video

Pakistan is a country with a rich history, diverse culture and friendly people. Unfortunately, the international community tends to focus on themes like terrorism and conflict. Leveraging the power of 360 video, PenPal Schools teamed up with CM&D to break down preconceived notions and give students an opportunity to visit the country firsthand (through 360 video) and learn for themselves.

Goal

Give students an unbias look into a country and culture often misunderstood, encouraging curiosity and opening the door for international conversations on the PenPal Schools platform.

Action

CM&D traveled to Pakistan along with the team from PenPal to capture never-before filmed in 360 video locations across the country.

Outcome

PenPal School’s first ‘VR field trip’ has become one of the most popular projects on the platform and has helped to start tens of thousands of conversations among real students all across the world.

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Why 360 Video?

360 video has the power to transport viewers to another place and time. Research also shows that interactive media (like 360 video) significantly outperforms passive media in viewer engagement and perception shift. The perfect opportunity to give students around the globe a ‘digital field trip’ to a highly misunderstood part of the world.

Joe Troyen

"Ricky joined us on a cross-country filming project and he proved to be indispensable. Not only did he direct, film and produce top-quality VR videos, he really helped us to think through our goals and strategy for the project."

-Joe Troyen, PenPal Schools. Founder & CEO
CM&D
2019-11-26T04:07:54+00:00
"Ricky joined us on a cross-country filming project and he proved to be indispensable. Not only did he direct, film and produce top-quality VR videos, he really helped us to think through our goals and strategy for the project." -Joe Troyen, PenPal Schools. Founder & CEO
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CM&D

Interactive Storytelling 

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Creative Direction

This was PenPal School’s first time working with 360 video and they wanted to ensure the final result would engage with their audience and perform well on their platform. CM&D was able to help PenPal craft a strategy and execution plan that aligned with the companies goals and fit perfectly within their existing infrastructure.

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Immersive Brand Strategy

Shooting documentary-style 360 video can be a challenge, you never know exactly what you’re going to get. Before embarking on the trip, CM&D worked closely with PenPal to create shot lists and shooting guides that aligned with the project’s lesson plans. Once back stateside, footage in hand, CM&D continued their work with the curriculum team to write the final scripts and develope supplemental learning materials to accompany the 360 video content.

Immersive Development

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360 Video Production

Leveraging a custom-build mobile 360 video camera rig, the CM&D team was able to capture all the needed video footage and more while traveling through Pakistan. This included filming in culturally sensitive areas and in never-before filmed locations. Upon returning from the trip, the agency helped manage voiceover recording sessions and handled all post-production on the project.

Engagement

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Distribution Strategy & Development

PenPal Schools is available in more than 150 countries, it was crucial that the final 360 videos be accessible to any student in the world regardless of there location or internet speed. CM&D helped PenPal select the proper tools and platforms needed to make this a non-issue.

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Immersive Brand Activations

Since the release of PenPal Schools VR Field Trip to Pakistan, CM&D has assisted the team with live event support, hardware procurement, custom Google Cardboard orders, project updates and more.

Findings

5,600

Active Students

28k+

Messages & Conversations

19

Countries Connected

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