Future Generation: It's just living

Partnering with Future Generation we agreed to create a brand that treated students right - as sophisticated and discerning digital natives. We built a design system with a different perspective and weaved this thinking through every touchpoint from the website through to the wayfinding. But we were still missing the keystone; we needed a hero piece for both the website and social to engage, to pique, to hook. We needed something ambitious, unique and memorable. What settled on shooting 3 years of student life in a second…
Cue 50 students, a cinema camera, a high speed pick up truck and a runway. Placing the student at the heart of the narrative, this short campaign video celebrated the highs, the lows and the unexpected surprises that happen throughout university life in a second. Future Generation always had lofty objectives, they put football pitches on their rooftops and cinemas in their basements. The brand was set to break stereotypes so we needed an approach that moved beyond the normal and did different. Despite the mess and the 7 takes the results speak for themselves.