Developed with our in-house copy, marketing and audiovisual teams, I oversaw this project from concept to completion: the milestone of a two-year effort to modernize the brand that I had championed since inception. Working closely with stakeholders up to VP level, we updated the brand voice to connect with entrepreneurs and students on a deeper emotional level; a talented associate on the copy team gave the manifesto its final, pitch-perfect script.
The master spot was adapted across formats and channels. The 90, 60, 30, 15 and 6-second cuts are all below.