From the Nominator

The Cambridge-Oxford Boat Race is one of the world’s most famous amateur sporting events. First contested in 1829, it’s now attended by more than 200,000 spectators along the River Thames and watched by millions worldwide. Ahead of The 2025 Boat Race, a University of Cambridge PhD student and digital content producer captured one of the most physically and mentally demanding moments in the Cambridge University Boat Club (CUBC) trialing process—the five kilometer ergometer test. The strategic goal was to humanize high-performance sport at Cambridge and increase engagement with internal and external audiences by offering an authentic, insider perspective rather than traditional, polished promotional content. The primary audience included prospective student athletes, alumni, and the public following The Boat Race. Filmed and edited by student creator Nordin Catic, the 30-second reel combined raw training footage, a powerful opening quote from the men’s chief coach, and a high-energy soundtrack to convey the intensity, vulnerability, and resilience behind elite rowing. Rather than showcasing success, the video focused on struggle, teamwork, and perseverance—subverting expectations of Oxbridge culture and university sport. The result was a striking, emotionally resonant piece of content that went viral organically, reaching 6.48 million viewers and driving an increase in followers across platforms. It sparked wide-ranging conversation, from alumni recalling their own rowing experiences to new audiences engaging with the realities of student life at Cambridge. The project demonstrated that high-impact, globally resonant storytelling does not require a significant production budget—just authenticity, vulnerability, and student-led creativity with a clear goal.

From the Judges

We praise the film’s insider perspective as a refreshing alternative to polished promotional content. Moody lighting and a driving soundtrack reflected the rowers’ rhythm, creating strong pace and energy. Its gritty, urban aesthetic added authenticity, while the coach’s introduction and student-led approach enhanced a compelling, behind-the-scenes feel. Great work, crew!