Right At School x Froth & Fur

Brand Films & Campaigns for Right At School

Growing Enrollment & Awareness Through Multi-Channel, Multi-Genre Storytelling

Writer/Director/Producer/Editor/Animator/3D & VFX Artist - Patrick Ortman
Voiceover - Jessica Rothert

Project Summary (Brief)

Client: Right At School

Audience: School districts evaluating after-school programs, parents of elementary school aged children, investors, and partners

Timeline: 2x 10 week, 2x 4 week sprints over 30 month period

Deliverables: 1 tentpole brand film (3 minutes), 2x :30 CTV/OTT commercials plus 2x :15 cutdowns, 8x :60 Heart of RAS campaign videos, social media videos plus associated still images used throughout the campaigns.

Channels: Website, YouTube, CTV, LinkedIn organic + paid, Facebook, Instagram, email

Budget: $300K

Primary KPIs:

Increase enrollments
Boost awareness among decision-makers (districts)
Strengthen investor/partner confidence

Business Challenge

Right At School needed to attract new school districts while maintaining engagement with investors and partners. The client’s goals were:

Demonstrate the program’s value and impact
Differentiate RAS in competitive education markets
Communicate effectively across multiple audiences with limited budget

Strategic Insight & Creative Approach

Audience-Led Insight

School district leaders, administrators, and parents respond to clear storytelling and concrete human results. While investors and partners respond to professionalism, confidence, and program outcomes.

Creative Strategy

Human-centered narrative: highlighted real kids and programs
Multi-tier content ecosystem, from polished docustyle brand films to kid/parent focused commercials and mid-funnel content.
Tailored formats for each platform to maximize engagement

Execution Highlights

Brand film anchored storytelling, showing program impact
Connected TV commercials targeted new districts in growth areas
Paid social and email nurtured leads and drove website visits
Mid-funnel "Heart of RAS" stories helped grow connections between audience and RAS

Production Execution

Pre-Production

Audience research + stakeholder interviews
Storyboarding and scripting aligned with audience needs
Location scouting in California, Chicago, New Jersey & NYC

Shoot & Production

Multi-day shoots with high-end production value
Hybrid polished documentary film style
Scripted and directed staff & partner interviews for authenticity

Post-Production

Color, audio, and motion graphics polished for broadcast quality
Multi-format delivery for CTV, social, and email

Results

Our visual storytelling has become a key part of Right At School's brand voice and marketing mix. We've been their production agency for over three years, across two major campaigns and the assets- especially the brand film- are still being used every day across both campaigns and on the website.

We have received nothing but exuberant feedback from all stakeholders - from our CEO to potential business partners who have been "blown away". I'm writing this review only one week after the project was completed and I can already say it's been worth it. This video will provide value to us for years to come (that is high praise considering the speed at which these types of videos usually lose relevancy). Kudos!

I have worked with so many creative agencies throughout my career and Froth & Fur was the first that didn't 'seem like all the rest'.

There was no "A team in the pitch then B team for the project", there was no arrogance or conceit in visioning, there were no hidden fees or miscalculated charges. Patrick was up front and clear about the entire project every step of the way. He's the rare leader who didn't 'sell out' to fit the expectations of the masses.

- Patrick Rodwell, CMO Right At School

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