Social Campaigns + Environmental + Motion Graphics
USC Brand Campaigns
Art Direction, Motion Graphics, & Design: Kandace Selnick
Creative Director: Jane Frey
Team: USC University Communications
Welcome Experience: Social Campaign
The USC Welcome Experience is a campus-wide initiative designed to welcome new students and extend USC’s brand presence through moments of connection, participation, and school spirit. The campaign translated the energy of campus life into a more expressive digital experience through interactive and shareable social content.
I created USC’s first custom AR filter alongside a suite of branded GIFs and motion assets designed to expand the university’s visual language across social platforms. The work introduced a more playful and participatory layer to USC’s digital identity while encouraging user-generated content and strengthening engagement across the student community.
AR Filter by Nadia Hernandez; GIFS & Art Direction by Kandace Selnick
Extending the campaign experience, the social media campaign drew inspiration from the three torches in the USC logo, symbolizing learning in the arts, sciences, and philosophy. The toolkit included Instagram Story templates and social toolkits that enabled teams across campus to promote and share events throughout the week-long Welcome Experience.
Cultural Heritage Celebrations
Motion graphics developed for USC's Cultural Heritage Celebration Month campaigns, creating scalable animated and static assets for social media, websites, and campus digital signage. The work extended each campaign's visual identity across platforms, bringing greater cohesion, visibility, and energy to celebrations throughout the academic year.
Student video footage by University Communications
Editorial Motion Graphics
USC Trojan Family Magazine:
Social Covers
Motion Graphics: Kandace Selnick
Magazine Design and Production: Pentagram Design
USC Trojan Family Magazine celebrates the stories, people, and experiences that connect USC alumni, parents, and friends through the spirit of the Trojan community. To expand the magazine’s digital presence, its editorial storytelling was translated across web and social platforms through a more dynamic and visually driven content experience.
Working alongside the university’s editorial team, I created motion graphics and social assets for feature stories that translated the publication’s editorial content into a more expressive digital experience. The work strengthened audience engagement while expanding the visibility and reach of the Trojan Family brand across platforms.
