UCLA Extension: "1,000 Lessons" Integrated Campaign
Direction, concept development and screenwriting of "1,000 Lessons", one of the largest campaigns launched by UCLA for its acclaimed Extension school. From a brief to explore the quality of real-world instruction, a cinematic landscape was created for television in which leading UCLA instructors take a journey through their own career path — recalling the moments that most inspired them, and how they use it to inspire their own students. Connected to this is online content that profiles how each instructor is working to transform continuing education, pre-roll and viral cuts, and social media messaging. Print and out of home extends the story by scattering inspirational lessons across LA.