Jacleen Becker
CREATIVE DIRECTOR
Brand Strategy • Creative Leadership • Human-Centered Storytelling
For nearly two decades, I've helped one of the nation's leading STEM universities translate complex ideas into meaningful brand experiences through strategy, integrated campaigns, and human-centered storytelling.
As Creative Director, I lead multidisciplinary creative teams, develop creative talent, and build the systems that allow exceptional creative work to thrive. My work spans global campaigns, executive communications, documentary storytelling, and institutional brand strategy—all with one goal: creating work that connects with people and moves organizations forward.
Higher Education
CAMPAIGNS
Innovation & Discovery Visual Storytelling Campaign
Led the creative direction for a multi-day visual storytelling initiative that redefined how WPI presents research and innovation across marketing, admissions, and institutional communications.
Role: Creative Direction, Production
Photography: Scott Erb, Erb Photography
VIDEO PRODUCTIONS
WPI Presidential Inauguration
Created the opening film for WPI President Grace Wang's inauguration, weaving together the university's past, present, and future. Blending historic archival imagery with contemporary photography and video, the film highlighted WPI's enduring traditions while celebrating its culture of innovation. An original score composed by a WPI professor reinforced the emotional narrative, culminating in a message centered on purpose, progress, and the university's impact on the world.
Role: Creative Direction, Image Selection, Production
VEX Robotics Championship Recruitment Campaign
Created for the VEX Robotics Championship, this recruitment ad encouraged prospective students to take their passion for building to the next level at WPI. Featuring a respected robotics influencer alongside robotics competition footage and campus visuals, the campaign highlighted WPI's hands-on, project-based culture where students build robots from day one. "Your next build starts at WPI."
Role: Creative Direction, Story Development, Production
You Should Be Here
Cinematic commencement film produced during the pandemic to celebrate graduating students when in-person ceremonies were not possible.
Role: Creative Direction, Story Development, Interviews, Production
Students Hands-On Global Projects
Documentary-style film following WPI students working on project-based initiatives with community partners around the world, supporting global storytelling and admissions marketing.
Role: Creative Direction, Story Development, Interviews, Production
Award Winning Accepted Student Package Showcase
Stop-motion concept and video produced to highlight WPI’s accepted student package and enhance the admissions brand experience.
Role: Creative Direction, Production, Editing
🏆 Recognition: PINE Awards - Best Design of Show, People's Choice, and three Pinnacle Awards
Brandeis Commencement Honorary Degree Tribute
When Brandeis University no longer had access to the original project files for its longstanding honorary degree tribute, I rebuilt the film entirely from scratch. Combining archival research, motion graphics, photography, video, original voiceover, and music, I recreated and refreshed the piece while honoring the spirit of the original. The final film was featured during Commencement to celebrate the legacy and achievements of the university's honorary degree recipients.
Role: Creative Direction, Producing, Motion Graphics, Video Editing, Voiceover, Audio Production
SHIFTed - Future Ready
Executive video produced for the SHIFTed global higher education conference in New Delhi, communicating WPI’s project-based learning model to an international audience.
Role: Creative Direction, Story Development, Interviews, Production
Polar Park: In Great Company
Documentary-style campaign video produced for the In Great Company initiative featuring Worcester civic and industry leaders discussing the development of Polar Park and WPI’s role in the city’s innovation ecosystem.
Role: Creative Direction, Story Development, Interviews, Production
Bio-Inspired Sound Navigation for Tiny Robots
Editorial research storytelling shoot highlighting NSF-funded robotics research and innovation.
Role: Creative Direction, Photography
Field Research in Iceland
Environmental storytelling shoot in Iceland highlighting WPI students conducting field research through the Global Projects Program.
Role: Creative Direction, Photography
Commencement Celebration
Documentary-style photography capturing the emotion and tradition of WPI’s Bridge Crossing ceremony as graduates transition from campus to their next chapter.
Role: Creative Direction, Photography
publications
WPI Journal — Winter 2024
Led creative direction for a feature photoshoot of Paul Liberman, co-founder and President of DraftKings, shaping visual approach, composition, and tone to produce a refined, editorial portrait series for WPI’s alumni magazine.
Role: Art Direction
Photography: Erb Photography
