For a parent who juggles work, life and family, time is precious. But University of Phoenix’s latest national campaign out of agency 180OLA, “Discover Your Wings,” shows that it's possible to pursue a degree while juggling multiple responsibilities.
The campaign includes this :60 broadcast commercial–directed by Peter Thwaites of The Corner Shop–which features a boy reading the University of Phoenix’s original book, The Dragon Who Learned to Fly, co-authored by 180LA art director Elizabeth Lay and 180LA copywriter Jim Goodrich. The story focuses on a mother dragon who was always too busy to learn to fly–until a bird taught her how. The dragon’s story parallels the struggles University of Phoenix students face each and every day–handling daily duties and making a living yet still striving to get an education to better their station in life.
The campaign honors and recognizes the University’s working parents, who’ve found the strength and support to go after their goals while never losing sight of what’s important. More than one million University of Phoenix alumni have proven earning a degree can work with the busiest of schedules. Short, manageable courses, a mobile-friendly online classroom and 24/7 support are just some of the ways University of Phoenix helps working adults rise.
To fully bring the narrative to life, University of Phoenix has self-published The Dragon Who Learned to Fly in conjunction with the campaign launch, which also includes online video, email and social.
CreditsClient University of Phoenix Agency 180LA Al Moseley, global president & chief creative officer; Stuart Brown, executive creative director; Jason Rappaport, group creative director; Brian Farkas, Tylynne McCauley, creative directors; Jim Goodrich, Jake Altman, copywriters; Elizabeth Lay, Morgan Klein, art directors; David Emery, head of production; Dave Lambert, sr. producer; Marissa Mackel, producer; Joe Schiffer, editorial; Kaleen Ogden, head of strategy; Maggie Speciale, strategy director; Lauren Murphy, digital engagement strategist. Production The Corner Shop Peter Thwaites, director; Anna Hashmi, exec producer; Jay Shapiro, producer. Editorial Work Editorial Stewart Reeves, editor; Leah Turner, assistant editor; Marlo Baird, exec producer; Grace Rehorn, producer. Audio Lime Studios Loren Silber, mixer. Music Walker Danielle Soury, creative director; Stephanie Pigott, music supervisor. VFX/Post MPC Elexis Stearn, exec producer; Mark Driscoll, Stefanie Na, producers; Mark Gethin, colorist; Damian Winterbottom, color producer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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