University of Miami — Broadcast Commercial

The University of Miami came to us wanting more than a recruitment video — they wanted a real story. One that would move both students and parents. We led the creative process from the ground up, inviting 11 narrative directors to pitch emotionally-driven concepts. The winning idea, The Future is U, tells the cinematic story of a daughter starting college through her mother's eyes — weaving together flashbacks and match cuts to create something genuinely heartfelt. The campaign became the University's new brand direction, with the hero film anchoring their homepage and airing during every UM football game halftime.