A university recruitment campaign built around life after graduation. We helped the University of Bedfordshire make career opportunities tangible through real graduates, real workplaces and films designed for more than one use.
The brief
Show where a degree can lead.
Help prospective students see the careers a Bedfordshire education could open up, with a campaign for cinema, video-on-demand advertising and social.
The strategy
Let graduates make it real.
Film alumni in their workplaces and connect their careers with the university experiences that helped them get there. Plan the hero film and individual graduate stories together, so the content works beyond a single campaign placement.
01
Research & casting
We worked with UoB to identify graduates whose career stories would resonate with their target audience-real people doing meaningful work in diverse industries.
02
Location strategy
Each shoot location was chosen to showcase both the graduate's current success and connect back to their university experience. This wasn't just about pretty pictures; every frame had to advance the narrative.
03
Authentic storytelling
No scripts, no corporate speak. We let the graduates tell their own stories, capturing the genuine enthusiasm and pride that comes from career fulfillment.
04
Technical execution
Crafted for multiple platforms from day one-cinematic quality for big screens, optimised cuts for social feeds, with consistent messaging across all versions.
Our ad ran just before Jess Glynne entered the stage... It looked fantastic on those 10-meter high screens. Tens of thousands of local people will see this, including many University employees which will be great for moral.
Bob Cozens - Director of Recruitment
Results That Matter
62,000+ YouTube views and counting-impressive reach for university recruitment content.
But the real validation came from Director of Recruitment Bob Cozens after the campaign launched at the Bedford Sessions festival: "Our ad ran just before Jess Glynne entered the stage... It looked fantastic on those 10-meter high screens. Tens of thousands of local people will see this, including many University employees which will be great for morale." The video shared the stage (literally) with Avril Lavigne, Tom Jones, Pete Tong, James, and Nile Rodgers-and held its own on those massive festival screens alongside major brand sponsors.
A Growmotion-powered impact.
A university recruitment video that people actually wanted to watch, proving that when you focus on outcomes rather than inputs, education marketing becomes career marketing.
Why it worked so well
This wasn't just another university video because it wasn't really about university at all. It was about career transformation-something that matters to every prospective student making one of the biggest decisions of their life. By showing graduates in their element, doing work they love, we created something more powerful than any campus tour.
Art Direction
Shoot
Editing
Compositing
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