The Challenge Penn State needed to communicate the strength of its community in a way that felt genuine, not institutional. How do you capture authentic community culture without it feeling manufactured?

The Vision We created brand films that weren't just about the Penn State community, but created by them. We flipped the traditional production model, putting students, faculty, and community members at the center of the creative process, not just in front of the camera.

Strategic Approach True community stories can't be scripted from the outside. We built the campaign around a core insight: the community is strongest when everyone listens and shows up for one another. This wasn't just the message; it was our production methodology.

Creative Execution We embedded ourselves within Penn State, conducting workshops and listening sessions with students, faculty, and community members. Rather than extracting stories to retell, we invited them to co-develop the narrative with us.

• Real moments of unity, support, and collective action across campus

• Authentic voices sharing personal experiences of community support

• Genuine relationships and interactions, not staged scenarios

• Diverse perspectives demonstrating how individuals show up for one another

Impact By involving the community in the creative process, we produced films that Penn State stakeholders could see themselves in and feel proud to share. The work proves that the most powerful university stories come from listening first and creating together.