Social Campaigns + Environmental + Motion Graphics
USC Campaigns
Art Direction, Motion Graphics, & Design: Kandace Selnick
Creative Director: Jane Frey
Team: USC University Communications, Brand Creative Team
USC's campaigns expanded the university's brand across digital platforms, creating more engaging experiences for the university community.
The campaigns applied the brand through new applications, including motion graphics, AR, and social toolkits, creating more expressive and community-centered brand experiences.
Working across art direction, motion design, and digital, my role focused on developing scalable campaign systems, video, and creative assets that brought USC's brand to life across touchpoints.
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.
Leading the art direction, I directed USC’s first custom AR filter and developed a suite of branded GIFs that expanded the university’s brand across social platforms. The work introduced a more playful and participatory expression of the brand, encouraging user-generated content and strengthening engagement across the university community.
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.
AR Filter by Nadia Hernandez; GIFS & Art Direction by Kandace Selnick
Celebration Campaigns
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 developed 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.
Created as part of the University Communications, Brand Creative team.