Project: psa series
Role: Creative Director, Writer
UC was entering the Big Ten and wanted to stand out on the national stage. They asked for a PSA that would introduce the Bearcats to a new audience, while also speaking to five distinct student archetypes… and they needed it in a rush. So I developed a series of films which combined new footage with old shoots and archival assets, and a modular script which allowed us to create five versions of the PSA quickly. These films were trafficked across different networks and swapped throughout the season, to ensure each film would reach its intended audience.