CARNEGIE MELLON UNIVERSITY - WHAT IF?
Case Study
WHAT IF?
Carnegie Mellon University
Imagine a campaign that dared to ask, "What if?" A campaign that not only showcased a university's achievements and accolades but also dreamed of the limitless possibilities and impact that its students and faculty could have on the world. This was the essence of the project we embarked upon with Carnegie Mellon University, which harnessed the full spectrum of our offerings.
From a riveting 30-second National TV spot to eye-catching visuals, our team put together a thought-provoking, well-coordinated effort to meet our client's needs.
EXECUTIVE PRODUCER
Adam Sewell
PRODUCER
Josh Acuff
CREATIVE DIRECTOR
Johnny Andow
DP
Matt Batchelor
CLIENT
Carnegie Mellon University
WHERE TO BEGIN?
The Challenge
When Carnegie Mellon University approached Digital Spark Studios, the school was looking to create a visual asset that would help mold its video brand guide and ultimately set the standard of visual assets for the school going forward. Instead of following the typical three-in-a-tree style, which is the traditional University Brand Anthem that is the norm for every University, the goal was to look past the current reality and envision what could be.
Briefed with this challenge and the need for a concept that would capture prospective students' imagination, Digital Spark Studios was tasked with crafting a novel brand story to resonate with bright minds, challenge them to think differently, and attract them to Carnegie Mellon University.
Location Scout
Final Frame
THE SOLUTION
The Birth of 'What If'
Our team got right to work on Carnegie Mellon's campaign. This included multiple meetings with Johnny Andow, who was directing the video, and our creative support group to brainstorm ideas that would challenge the status quo. This resulted in our team presenting two innovative concepts to the president of the University.
After thoughtful deliberation, the president was particularly captivated by the 'What if?' campaign. It sparked many exciting possibilities and perfectly captured the student body's inherent curiosity and hunger for knowledge. This concept wasn't just a fleeting thought. It evolved into the university's fresh marketing blueprint.
“My heart is in the work”
— Andrew Carnegie
THE APPROACH
A Break from Tradition
Breaking away from conventional university brand spots, our team was adamant about creating something distinctive. Rather than sweeping campus vistas and drone aerial footage, we opted for a more intimate approach. With a keen focus on the intellectual activity occurring within the university's walls. What is going through a student's mind when faced with a problem? How do the students collaborate with one another? Our goal was to showcase real-world scenarios and highlight the differences between CMU students and students at other Universities.
We aimed to highlight the ethos of collaboration integral to the CMU community. Our focus was on the brainstorming sessions, the discussions, and the deep thinking that happens behind the scenes, which ultimately culminates in the innovative solutions the university is renowned for.
Ultimately, we crafted a 30-second spot that showcased the university's unique culture and captured the 'What If' spirit. The ad portrayed the essence of Carnegie Mellon University - an institution that encourages and nurtures curiosity, exploration, and thinking beyond boundaries.
RESULTS
Outcomes and Achievements
We were racing a deadline. The Tony Awards of 2023 were right around the corner, and this campaign was set to debut during the show. This national spot required a short turnaround time from the start of creative development to the final delivery. The whole team worked efficiently and built a timeline that was not only aggressively attainable but also ensured production quality and creativity. The result? We not only met the deadline but also delivered high-quality content that exceeded expectations.
The feedback was resoundingly positive. Regarded as the best visual asset the university has ever created, its quality surpassed all expectations. The 'What If' campaign struck a chord with its target audience, connecting them to the university's mission and culture.
“Carnegie Mellon University will have a transformative impact on society through continual innovation in education, research, creativity, and entrepreneurship.”
— Carnegie Mellon University’s Vison Statement
CONTINUED SUCCESS
Building on 'What If.'
Our success led to another opportunity. We were invited back to focus on other areas of the university in need of more visibility. Remember our intriguing "What if" concept? Well, we've worked tirelessly to include other university assets like the groundbreaking 'cloud lab,' - a one-of-a-kind virtual lab accessible to anyone, anywhere in the world.
In a first for the university, the 'What If' campaign is now being adapted for broader marketing platforms. The concept has evolved to 'What's next,' signifying a shift from questioning to anticipation.
EXTENDED CUT
Carnegie Mellon University - What If?
THE PARTNERSHIP
A Journey Beyond
This project not only yielded effective marketing assets but also sparked a fruitful partnership. We continue to work with Carnegie Mellon University to evolve its brand story, asking the big questions and focusing on the moments that matter.
Ultimately, our collaboration with Carnegie Mellon University demonstrates the power of ideas. We embraced the challenge of transforming an open-ended question into a compelling brand concept and, in doing so, expanded the possibilities of their brand narrative.
THE DIGITAL SPARK DIFFERENCE
Unparalleled Quality and Creative Innovation
Our approach at Digital Spark Studios is to always think outside the box and deliver impactful campaigns that connect, sell, and educate.
We strive to push boundaries, challenge norms, and ultimately create work that resonates with people on a deeper level.