Columbia University
A launch campaign to build excitement around the new campus of Columbia Business School
Challenge
Shortly after opening its Manhattanville campus, Columbia Business School wanted to share how they envisioned this space playing an integral role in the experience of students, faculty, and alumni.
Solution
We deconstructed what it really means to be “here” to convey how the campus is central to connecting people with New York City, the CBS community, and an ongoing effort to define the future of business.
The anthem premiered at the annual Alumni Reunion and was distributed through Columbia’s social channels. It now anchors CBS’s online presence as their featured video on their YouTube channel.
My Contributions
Positioning & Messaging, Content Strategy, Creative Direction, Copywriting, Editing & Post Supervision
Studying the intentions of the architecture, it was clear how every aspect of the campus was designed to bring people together. To highlight this idea of intersectionality, we created a series of short vignettes. Each shows how people come together around a specific moment and place.
Because these scenes are pivotal to the anthem, the scriptwriting process between vignette and anthem happened in tandem to ensure the visual storylines could support one another.
Agency & Production
Managing Director: Chris Duncan
Head of Production: Deidre Schoo
Account Director: Sara DeViney
Creative Director: Chris Duncan
Associate Creative Director: Sam Reichman
Director: Jacob Krupnick
Director of Photography: Alex Hass
Editor: Ben Smith & Chris Duncan
Music: Jerome Begin