Created for alumni, students, and the entire University of Southern California Dornsife College of Letters, Arts, and Sciences community, this promotional short aimed to spotlight teaching excellence and reinforce the college’s reputation as student-centered. The strategy, inspired by the “Celebrities Read Mean Tweets” format, was simple: Let authentic reactions do the storytelling. Professors read anonymous student evaluations aloud and discover, in real time, the kind of praise most never see. Featuring beloved faculty across disciplines, the video taps alumni nostalgia, connects with current Trojans, and showcases the joy and impact of teaching. The video was selected for screening during the college’s 2025 commencement ceremony, reaching more than 25,000 graduates, friends, family, faculty, and guests. It performed especially well on Instagram, generating 70,000+ views and reaching 40,000 accounts, with 1,700 likes, 44 comments, 110 saves, and 227 shares. It was also amplified via TikTok, LinkedIn, and YouTube and distributed through e-newsletters to faculty, staff, and parents.
From the Judges
Judges had not seen this format before. Impactful for students and prospective students. Compelling.
