A new perspective for the PSA.

Under the leadership of new President Jonathon Holloway Rutgers is in the process of transitioning from a blue collar school to one that embraces its excellence as one of the top R1 universities in the country. Such a dynamic approach required a new perspective. Your typical university Public Service Announcement wouldn’t do.

Our  goal was to explore and expand on the connective fibers between these two philosophies and tell the story of a collective commitment so great that nothing is out of reach. Through tales of trial and triumph; rigor and reward, the team at heavy showed how the journey informs the outcome and show what excellence takes.

We developed a campaign of four :45-:60 commercials, each captured a monologue from a single student in one-long take shot. This cinematic approach was most recently used in such films such as 1917 and Birdman, but was pioneered by Hitchcock in 1948.  Matching a Rutgers new perspective with a new way to capture it seemed like the appropriate way to go.