This video was developed as part of our 2023 brand refresh. University of California, San Diego is a world-class public research institution driven by a distinct, collective passion for discovery. There’s a sense of urgency among our students, researchers, and changemakers to get out there, explore the unknown, and follow their curiosity to unexpected places. This sentiment is at the heart of our brand refresh and what we hoped to communicate through this video. We capture our students traversing from unknown into the known, discovering just how far their curiosity will take them and how UC San Diego helps them think further. We worked with our creative agency to develop a concept for the video. The cinematography and camera movement were thoughtfully implemented to symbolize the student's journey through discovery. The beginning of the video is reflective, with aesthetics that embody early ideation and the unknown. As the story progresses, the camera picks up speed and energy, reflecting our progress in bringing ideas into the known. The filming took place over a four-day period. We worked with over 50 students and faculty to ensure we accurately represented our diverse campus. This video was distributed via paid advertising online and through TV. It contributed to a 9% lift in brand favorability, 8% lift in consideration, and 6% lift for the statement “UC San Diego fosters innovation and curiosity.”
From the Judges
We liked the beautiful cinematography and depictions of ocean and the campus. Nice pace and rhythm. Well done.
