From the Nominator

To celebrate Texas Christian University’s (TCU's) 150th anniversary, the marketing and communications department developed a video series highlighting alumni stories that exemplify what it means to “Lead On,” the university’s marketing tagline and rallying cry. The videos were part of a larger brand awareness campaign for the sesquicentennial celebration, which included a mural project and events in key markets across the United States. One such video featured Katherine Beattie '08, an award-winning television writer-producer and fearless athlete. Beattie lives in the Los Angeles area--a key market for TCU since it’s home to a large number of students. Since graduation, Beattie, a wheelchair user who has spastic quadriplegia cerebral palsy, has risen through the Hollywood ranks. In 2016, she became the first woman to land a backflip using a wheelchair. Along the way, she has used her experiences to help increase disability representation on screen and behind the camera. The three-minute video traces Beattie’s path from undergraduate to executive producer. Beattie, a TCU faculty member, and an industry colleague all discuss how TCU played a pivotal role in her journey to build a successful career and use her voice as a devoted disability advocate. We drove traffic to the video using organic and paid social media, a QR code on a mural on Hollywood Boulevard near Los Angeles’ historic Fonda Theatre, email marketing, and TCU’s 150th microsite. Beattie’s bold story, brought to life through skateboarding-inspired cinematography, garnered applause from alumni and across social media and was the most-viewed video in the series.

From the Judges

Aligns with the university's identity, aesthetics, and messaging. This nicely paced video stands out, due to a unique and modern feel. Measurable results were strong and clearly documented.