For alumni who are celebrating a birthday, Carnegie Mellon University sends a special animated greeting by email. This is one of our most opened emails of the year and, therefore, a prime opportunity for us to connect with our alumni and show them that we "see" them. For inspiration for our most recent card, which launched on Dec. 15, 2023, we turned to our mascot and our legacy of innovation in computer science and robotics. The 8-bit game-inspired Scotty’s Birthday Adventure leaned into '80s and '90s nostalgia and was crafted to highlight iconic CMU traditions, places, and people—including Andrew Carnegie himself—in a whimsical way. The storyboard was a collaborative effort between CMU’s Alumni and Constituent Engagement (ACE) and Advancement Communications and Marketing (ACM) teams. The illustration and animation were done completely in-house by ACM. Our goal was to put a smile on the faces of our alumni as they celebrate their own “birthday adventures.”
From the Judges
We enjoyed the nostalgia and unique format of this animated video. It successfully celebrated the recipient and highlighted university traditions and places, while serving as a solid example that great holiday videos are important year-round.
