Today, We Work
For years, UCM has produced compelling videos for events, campaigns and specific audiences, but none that captured the totality of CMU’s history and broad reach of disciplines, visionaries and intellectual expression.
In 2017, UCM took on a new challenge by producing an all-compassing video that answers the question, “Who is CMU?”
This fast-paced, percussive video describes the CMU experience, expresses the human impact of work that matters and offers a macro view of research and education across the university. The concept was born out of Andrew Carnegie’s iconic quote, “My heart is in the work” and how it manifests in the culture and daily work of its students, faculty and researchers. Throughout the piece, a new anthem emerges that makes the passion and drive of the CMU community a palpable reality.
The video premiered in October 2017 to an audience of students and their families during the Family Weekend president's welcome reception. It received an enthusiastic response, enough to merit playing it a second time. The following week, the video was posted to the CMU YouTube channel, embedded on the CMU homepage and shared on multiple university social media channels. At the university president’s request, the video was also shown at the Board of Trustees dinner and Qatar Dean Installation.
Within a month of its premier, the brand video was adopted by university constituents to use at their own events and communications channels, including Undergraduate Admission's "Turn Tartan Overnight" events and CMU's 50th anniversary weekend during homecoming.
Success by the numbers
203,344
Facebook views
40,980
YouTube views
12,282
Social media engagements