Progress Is Earned
When asked to produce a new yearly Big Ten Network commercial for Rutgers, our department decided to first take a deep dive into brand so we could communicate for Rutgers from an authentic perspective. In partnership with agencies Digital Pulp and Prairie Dog, and after months of discovery work and focus grouping, we developed a new brand platform with the belief that: Progress doesn’t travel in a straight line. It zigs and zags. It is hard and contentious. We create a learning experience and environment that prepares you for progress. We progress the human condition. From here, we create this Progress Is Earned commercial that’s grounded in an authentic Rutgers voice. This commercial is first exploration of our new brand platform. https://www.rutgers.edu/united
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#weRUnited
Lead the concept and development of the Rutgers #weRUnited anthem video and campaign. With much uncertainty at the start of the pandemic, it was important to maintain a sense of community and pride. I proposed creating an anthem video and launching a social campaign that rallied around our people and the many Rutgers efforts and contributions as the university navigated its way through the pandemic. This initial video and accompanying ads were placed on social and linked the audience to a landing page where we housed links to Rutgers work around COVID-19. As the pandemic progressed, we created new variations and messaging to support the campaign. https://www.rutgers.edu/united
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