Context

Georgia Street Media partnered with Massif Creative to support production on UBC’s Blue & Gold Campaign for Students, a multi-year fundraising initiative aimed at raising $100 million in student support. The campaign focused on capturing the ambition, diversity, and impact of UBC students, with a series of videos designed for both the campaign launch and ongoing storytelling across its duration.

Approach

Working from Massif Creative’s established creative direction, our role was to translate the campaign vision into a cohesive series of filmed pieces across multiple locations and storylines. The approach required consistency in tone and execution, ensuring each video aligned with the broader campaign while allowing individual stories to stand on their own. This included both the manifesto-style piece featured above and a series of student interviews, each designed to reflect different perspectives within the UBC community.

Execution

Production took place across multiple shoots, including both the Vancouver and Okanagan campuses, capturing a range of student voices and environments. Over the course of the campaign, we supported the delivery of multiple videos, balancing interview-driven storytelling with structured campaign pieces. The work required a steady and adaptable production approach, maintaining visual and tonal consistency while responding to the evolving needs of a multi-year initiative.

Our role in the work