How MSU Sororities Leveled Up with Pro Recruitment Video Production
- Brady Gilliam
- Jun 4
- 7 min read
When the Michigan State University Panhellenic Council decided it was time to elevate its recruitment efforts, it turned to Visionaery Productions for a fresh, polished approach to recruitment video content.
With 14 sororities under its umbrella and a growing need to attract potential new members through social media and digital platforms, the Council recognized that professionally produced recruitment videos would better reflect the energy, community, and values of Greek life on campus.
Visionaery stepped in to craft a strategic video package featuring engaging testimonials, lively house showcases, and informative “what to expect” reels—all filmed in one dynamic day and delivered with a fast turnaround.
The result? A suite of uplifting, high-energy assets built to inform, inspire, and connect with future members.
About The Michigan State University Panhellenic Council
The Panhellenic Council at Michigan State University oversees all 14 National Panhellenic Conference sororities on campus. It’s led by an elected Executive Board and delegates from each chapter who work together to guide recruitment, represent Greek life to university leadership, and support the wider MSU community.
Each year, council members disaffiliate from their own sororities during recruitment to offer unbiased leadership and planning. Their focus goes beyond recruitment—they promote academics, philanthropy, safety, and ongoing education throughout the year.
The Council is committed to creating an inclusive, empowering environment for women of all backgrounds. Through events, initiatives, and their Panhellenic Creed, they strive to create a sorority experience centered on friendship, service, and personal growth.
Why They Needed Professional Video Production Support
In past years, the Panhellenic Council relied on student creators and friends within the community to produce recruiting videos. While those efforts captured some fun moments, the results were often inconsistent. Audio quality varied, footage lacked cohesion, and the final edits didn’t always reflect the whole spirit or story of each chapter.
This year, the Council recognized the need for a more intentional, story-driven approach. They wanted content that looked polished, sounded great, and felt emotionally engaging—something that could stand out online and connect with future members.
They didn't want another generic recruitment video. They wanted it to be one of the best recruitment videos they'd ever created. That’s where Visionaery stepped in.
Visionaery’s Approach to Recruitment Video Production
Listening First
We began with a discovery session to determine exactly what the Panhellenic Council required. After clarifying goals, we sent a formal proposal outlining our vision. Once approved, we held a kickoff meeting to align on creative direction and next steps.
Shifting the Format
In previous years, recruitment videos featured quick, one-liner clips from dozens of sisters. While well-intentioned, the result often felt rushed and hard to follow. We recommended a more focused approach: three testimonials from women of different backgrounds, sororities, and years in school.
We would book a studio off campus to film these testimonials as opposed to filming in one of the houses as that could across as biased toward a single house.
By highlighting just three stories, we could dive deeper—showing the emotional, academic, and personal support that Greek life offers at MSU.
Creating for Social Media
The Council also wanted short-form reels made specifically for Instagram, TikTok, and Facebook. These required extra planning and light scripting to keep things tight, fun, and on-brand. We landed on a “walk and talk” style to keep the energy natural and engaging.
These clips were designed to capture attention quickly and provide a brief glimpse into Greek life.
Highlighting All 14 Chapters
It was essential to present each chapter fairly. Rather than filming inside the houses, we worked with the Council to coordinate outdoor shots. Each house was prepped to have members present and ready during our visit.
Organized and Prepared
We created the day-of schedule, developed interview questions, and helped prepare talent for filming. Since everything was shot outdoors, we picked a weather-friendly day a week in advance and stayed flexible in the lead-up.
Here to Support
Throughout the planning process, we made ourselves available for questions, tweaks, and last-minute adjustments. Clear communication and collaboration made the shoot day smooth—and fun—for everyone involved.
One-Day Shoot, One Team, Full-Scale Coverage
Early Start
Our team hit the road from Grand Rapids around 5:45 a.m., heading to East Lansing for a full day of filming. We arrived at MSU just after 7:00 a.m. and started capturing b-roll of the Panhellenic Council around campus—spots like the bridge, stadium, and iconic statue.
Interview Setup at Lansing Studio
By 8:00 a.m., we were unloading gear at a studio in Lansing. Heavy traffic slowed us down, but we moved quickly—two trips in and out, then about an hour to set the scene.
We used natural light as a base, added a soft key with the Aputure 600D through an 8x8 Magic Cloth, and accented with an F22C overhead for a subtle glow. The background was styled with greenery and a comfy chair for a warm, inviting look.
Cameras included a Canon C300 MK III with an 18-35mm Sigma and a Canon C70 with a 24-70mm Sigma, both using Tiffen Black Pro Mist filters. Audio was captured cleanly with a Sennheiser MKH 416 shotgun mic on a boom.
Interview Process
We cycled through all three featured sorority members, capturing thoughtful, story-rich testimonials. By 10:30 a.m., we were tearing down the set and heading out by 11:00.
Reels and Campus Coverage
Our next stop was the first sorority house. We grabbed exterior shots and footage of the members hanging out outside. Then we jumped into the first of our planned “walk and talk” reels.
We filmed in 9:16 framing for social media, alternating between wide and tight shots as the talent delivered lines while walking toward camera. We used a lav mic for audio, though background heckling from a few frat bros added a minor hiccup.
After lunch, we knocked out reel #2—this one went fast. The talent nailed her lines in one take. Due to wireless interference, we switched to a boom mic setup for clean audio capture.
House-by-House Coverage
The rest of the afternoon was dedicated to capturing all 14 sorority houses. Each one had a distinct look and vibe. We used the C70 on a gimbal for smooth motion, and the C300 handheld for a more grounded feel. Charlie from the Council even jumped in to help diffuse harsh sunlight—team effort all around.
It was the first hot day of the season, and we definitely felt it. Lots of water breaks, a few sunburns, and tons of footage later, we wrapped by 5:00 p.m.
Wrap and Backup
After the drive back to Grand Rapids, we backed up all footage that same night—ready to begin post-production on everything we captured in just one action-packed day.
Fast Turnaround and Multi-Platform Delivery
Prioritizing the Workflow
We had a few edits in progress for other clients when this wrapped. Since we operate on a first-come, first-served basis, we finished those up quickly, then turned our full attention to the Panhellenic videos within days of filming.
Building the Main Video
The first deliverable was the main recruitment video featuring all three testimonials. To keep it structured and emotionally engaging, we broke the story into three core themes:
Breaking Perceptions / Why I Joined
Lasting Friendship & Daily Community
Growth, Leadership & Philanthropy
Each theme featured soundbites from all three women, tying their stories together into one cohesive narrative. We paired their voices with fun, hip-hop-inspired music and layered in b-roll from the shoot to bring it all to life.
Color Grading and Finishing Touches
Once the edit was locked, we dove into color grading. We corrected skin tones, matched lighting across shots, and applied a Fuji film emulation to give the visuals a soft, natural texture. Light film grain added depth and helped soften digital sharpness—giving the final piece a grounded, cinematic look.
We also applied AI upscaling, light stabilization, haze/halation and a few extra tweaks to tighten the overall quality.
Editing for Social Media
Next came the reels. Using our original 4K footage, we reframed everything into vertical (1080x1920) for TikTok, Instagram, and Facebook. Because we had framed subjects center during filming, cropping was smooth.
Each reel was cut with fast pacing and clean transitions to grab attention on social feeds. We balanced the energy while keeping the messaging clear and consistent with the main video.
Audio Polish and Final Packaging
For audio, we cleaned up dialogue with Adobe Podcast and refined everything further in DaVinci Resolve. Music and voice were mixed to keep vocals front and center without losing the vibe.
Final touches included motion titles, logos, and ensuring every deliverable felt polished and platform-ready.
Then it was off for review—and approved with just a couple of minor tweaks.
Results and Feedback
The response from the Panhellenic Council was overwhelmingly positive. They were blown away by the final videos—and we only had to make a couple of quick edits to fine-tune things, like correcting a graphic and swapping a sentence in one interview. Light work.
It was clear the videos hit the mark. They captured the heart of MSU sorority life while staying polished, fun, and easy to follow. Charlie Passalacqua from the Council even left us a glowing Google review:
"Working with Visionaery was such an easy and rewarding process! Brady was extremely helpful and communicative every step of the way. Our final product came out better than I could’ve hoped for!"
Now, the Council is excited to roll out its new content across social media, its website, and in direct outreach as it gears up for 2025-26 recruitment. We’re proud to have played a small part in helping them tell a big story.
Why Recruitment Videos Matter (For Any Organization)
Recruitment videos, sometimes referred to as company culture videos, do more than share information—they show workplace culture, energy, and purpose. Whether you're a university, a nonprofit, or a growing company, people want to see what it’s like to be part of your world.
The Best Recruitment Videos Build Trust
A strong recruitment video builds trust with potential candidates in a welcoming environment. It humanizes your brand and helps future members, college students, or employees feel a connection before they ever walk through the door.
These videos often feature employees speaking about personal development, positive corporate culture, day-to-day life, core values, employee benefits and more. Some recruitment videos highlight a company's story and/or the company's mission.
Creating videos for recruitment also saves time. Instead of explaining who you are over and over, a great video does it for you—visually, emotionally, and authentically. In today’s fast-scroll world, that first impression needs to land quickly and stick. Great recruitment videos help to attract candidates and jump-start your hiring process. Add them to your job listings and job postings to see what happens!
Final Thoughts On Recruiting Videos
Recruitment is about connection—and video is one of the best ways to make it happen. The MSU Panhellenic Council saw the difference professional content can make, and now they have assets they can use year after year.
If your organization is ready to elevate your recruitment game, let’s talk. Visionaery Productions can help you tell your story, reach the right audience, and make a lasting impression with your next recruitment video.
With so many recruitment videos out there, let's make yours stand out!
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