Kyle Hackenberg, a Level 3 Video and Media Content Production student at Berks Career & Technology Center (BCTC) and a Twin Valley senior, is making his mark as the first co-op video student at Performance Toyota and Performance Volvo.
Since joining the dealership, Kyle has taken on a wide range of video projects, from highly professional Volvo commercials to energetic, sports-themed promotions like March Mania, where customers shoot hoops for deals.
“March Mania is very different from a highly polished Volvo commercial," Kyle explained. "Everything for Volvo had to be lit correctly, shot correctly, and formatted in a professional way. Meanwhile, with March Mania, I could add creative elements—like a basketball court background and car stats in place of player stats.”
One of the biggest challenges Kyle faced was creating "donut commercials", a format that includes an introduction, a middle section with interchangeable promotions, and a consistent ending.
"I had never done a donut commercial before, so I had to start from scratch," Kyle said. "The challenging part was designing a reusable template for monthly promotions. I had to decide where the cars would appear and what needed to be said. Now, I can just swap out the cars, do a new voiceover, and boom—it’s done!"
Beyond corporate promotions, Kyle enjoys adding his own creative touch to projects. His work can be seen on Facebook (@PerformanceToyotaPA, @PerformanceVolvo), YouTube (@PerformanceToyotaPA), and TV and streaming services throughout the Reading area.
Kyle's co-op experience has been incredibly rewarding. "My co-workers at Performance are so nice, and I’ve been treated with respect. It’s really great to see my work being used and serving its purpose—because sometimes that doesn’t always happen in this field."
As the first video production student in this co-op role, Kyle has paved the way for future students. His advice? "There’s no better way to experience what you want to do in life than to try it out at BCTC. Just do it."
This fall, Kyle will attend Kutztown University’s TV and Broadcasting program, and Performance Toyota has already offered him a job for the summer and beyond. His journey is just beginning, and with each video he creates, Kyle is proving that hands-on experience is the key to success.