From the Nominator

This entry showcases a human-centered commercial that introduces prospective students and their families to Michigan Tech through the lived experience of a single nursing student, Nathan. Rather than relying on scripted inspiration or generalized campus messaging, the project was built around Nathan’s real story, routine, and motivations. The creative process began with an in-depth interview to understand his background, passions, and daily life at Tech. From that conversation, our team developed a narrative framework shaped by his words, then collaborated with Nathan to ensure every scene and location felt authentic. Filming took place during his real schedule, capturing moments in the classroom, at the hospital during clinicals, mentoring young hockey players, and engaging with the campus community. Visually, the spot uses a match cut of Nathan walking through these environments to create a seamless transition between roles, reinforcing the idea that Tech students are not defined by a single path, but by how their passions connect. The commercial concludes with Nathan crossing the graduation stage, providing a powerful visual of the return on investment of a Michigan Tech degree. Distributed across paid social, paid digital, and broadcast in both :15 and :30 formats, the campaign reached 1.7 million impressions and generated qualified inquiries, while creating an emotional connection that resonated deeply with students and families alike.

From the Judges

This entry stands out for its distinctive, human-centered approach, using a match cut and creative transitions to bring a single student’s journey to life. Its focused storytelling creates a clear, relatable narrative of a well-rounded college experience, while strong technical execution enhances engagement. The result is an original and visually compelling piece that connects emotionally and resonates with audiences.