For the "philosophy" behind the particular new style and format of the video, see the article by Kathy Schiffer, "Saints and Seminarians: Detroit Archdiocese Launches Vocations Video With a Lively Beat" (Patheos, October 14, 2014).
The video is reportedly the brainchild of Father Tim Birne, priestly vocations director for the Archdiocese of Detroit, and the video was produced by Brian Meldrum, the creative seminarian who, together with some help from fellow-seminarians, produced the local hit, "Detroit - A Metaphysical City (Music Video)."
This latest vocation awareness project, “True Faith, True Fame," was reportedly inspired by a song on the radio. Fr. Tim explains:
“So the song started going through my brain, and I thought, ‘We can take what the secular culture offers, dress it up, and use it for our own purposes–just as the secular culture has often used the Christian themes of love, redemption, and triumph over evil.’”Indeed. It will be interesting to see what message various audiences take away from the video. Packaging a message in a medium of image-spin and a bed of music is always a somewhat unpredictable business. "The medium is the message," as Catholic convert and communications theorist Marshall McLuhan used to say. Nevertheless, it is clearly an ambitious undertaking.