UNIVERSITY OF VIRGINIA

A New Story of Business

The Darden School of Business approached us to create a short documentary-style film to inspire and recruit prospective students. Their vision was to cultivate a new generation of business leaders driven by purpose, values, and ethics.

Creative Approach

To help tell this story, we needed real students in authentic situations. This led us to conduct pre-interviews with several students and ultimately feature Patricia, a dedicated student in her final year. Alternating scenes between Patricia's journey to class and a classroom lecture from Professor Ed Freeman, we crafted a storyline that hit Darden's messaging goals and helped prospective students aspire to a new story of business.