For the 2023-24 academic year, we set out to create a bold, technically complex 30-second commercial that would highlight the diverse student and faculty experience at the University of Georgia (UGA). After our back-to-back football championships, UGA has reached a national audience far beyond what we had in previous years. But that audience primarily knew UGA for its athletics excellence. With this commercial, our team hoped to show our excellence in academics as well. To do this, we settled on a concept that showed the multifaceted nature of our students and faculty. Our voice-over script harkened to our athletic success but used language to indicate that UGA doesn’t settle for past accomplishments. We’re constantly moving forward. We demonstrated this forward movement using a split-screen approach: A student or faculty member walks across the screen left to right, with a setting and wardrobe change to show the different roles they have on campus. A faculty member goes from an instructor in a class to a researcher in a lab. A student changes from a tennis player to a classroom participant. We accomplished this commercial in-house through the largest and most coordinated production effort on a video to date, with help on some scenes from an external special-effects agency.
From the Judges
Very strategic commercial that shows the academic side of a university better known for its success in athletics. The students walking into a different setting was a visually captivating concept.
