University of Colorado

Phase one of this two-tiered campaign kicked off with a custom-branded CU van and a nimble street team road-tripping across Colorado – from the Mesa County Fair in Grand Junction to Denver’s eclectic Underground Music Showcase, and plenty of spots in between.

Through street-style interviews, the crew dug into what makes Colorado special for the people who live here, mixing documentary-style footage, candid on-the-street conversations, and plenty of behind-the-scenes moments.

Interview responses from Coloradans shaped which CU programs were featured in the campaign, revealing just how deeply these initiatives connect to the reasons Coloradans choose to call this place home. The team filmed across all four CU campuses, capturing the programs in real life:

A neighborhood restaurant sourcing fresh ingredients from CU’s regenerative farming project; robotic engineers developing adaptive technologies that help stroke survivors get back outdoors; theatre groups building community with veterans.