University of Miami
We went beyond a moving brochure. The University of Miami asked for a real story—one that would resonate with both students and parents.
APPROACH:
Creative Concepting + Production
We championed story first, inviting 11 narrative directors to pitch emotionally-grounded ideas. The winning concept, The Future is U, tells the personal, cinematic story of a daughter beginning college through her mother’s eyes. It uses flashbacks and match cuts to connect past and present, creating a powerful, heartfelt narrative.
RESULTS:
The campaign’s success became the University’s new brand direction, with the hero film anchoring its digital presence on the homepage. Airing during every UM football game halftime, the heartfelt story maximizes visibility while capturing the spirit of Miami and the possibilities of a UM education.
