Client: Penn State University
Alternative title: MACGUFFIN
Advertising Agency: Decoded, NY
Chief Executive Officer: Matt Rednor
Chief Creative Officer: David Weinstock
Group Creative Directors: Victor Sie
Group Creative Directors: Andy Currie
Junior Designer : Agnes Kan
Executive Producer: Shannon Barnes
Senior Producer: Jason Souter
Senior Producer: Sam Cosby
Group Brand Director: Katie Bartasevich
Group Brand Director: Lauren Sabedra
Brand Manager: Matt Greenberg
Production Company: HEY BABY FILMS
Director: Phillip Lopez
Executive Producer: Johnny Parker
Line Producer: Cara Scott
DP: Jeremy Snell
Editorial Company: Cut + Run
Editor: Adam Bazadona
Assistant Editor: James Donahue
Managing Director: Lauren Hertzberg
Producer: Hope DuHaime
Published: August 2018
Synopsis:
Penn State University is pushing the boundaries of imagination as their community of students, faculty and alumni come together to make our world a better place one idea at a time.
Penn State, a top-ranked school for academics and research, is breaking the mold of University advertising one step at a time. In a new spot debuting this weekend during the football team’s season-opener, Penn State illustrates how the students, faculty, community, staff and alumni collaborate to think, dream and push ideas out into the world together.
The spot, created by Decoded Advertising, peels back the lens behind the process, following an idea as it progresses from its humble beginnings in a notebook to the community, the world and beyond. Where many universities highlight mascots and campus buildings, this anthem film defies stereotypes and tropes to create something real, elevating real students and faculty in their element. Rooted in this work is the shared belief in the importance of positive ideas, which helps re-instill a sense of pride in the University.