National American University Brand Campaign

In Video Production on August 11, 2011 at 10:17 pm

Imagine taking a photo of an Olympic weightlifter at his most powerful moment. You probably think of him holding the weights above his head in triumph. Or maybe he’s midway through the lift, grunting and vein-bulged. But the moment that conveys the most power is actually that split second right before the lifter raises the weights off the ground. This is the point at which human intention is strongest, where the future hangs in the balance.

It’s no different for someone who decides to change her life by going back to school. The greatest emotionally charged moment is the moment that decision is made. In that instant, anything is possible.

The following tv campaign for National American University captures that moment in a series of passing days and welds it to National’s simple proposition: Be a full-time student just one day a week. Our intent was to slow down our audience and make them think, to actually get them to stop what they’re doing for half a minute. As a society, we’re accustomed to taking days for granted and this spot is all about undoing that and seeding the truth: In the end, it only takes one day to change all the rest.

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  1. Great job Jason! Thanks for all your hard work!

  2. Woot! Woot! We love them!

  3. That is excellent Jason! You have done an amazing job with this campaign and the concept really fits well with the type of University they are!

  4. Nice! Love the concept, Jason.

  5. You hit the mark with this one. Anyone can find one day a week to better themselves and improve their situation. Very inspirational.

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