How do you tell the stories of abstract concepts and intellectual thinking that comes from one of the world's most elite universities?
By creating an image that tells its own story.
Working with a team of creatives, we concepted single images in a series of key visuals that showed up as print ads in magazines and newspapers, digital advertising, and a microsite that gives prospective students and alumni a bigger picture of what is going on at the campus of UC San Diego.
For local OOH, we partnered with MTS and abstracted the concepts of the breakthroughs being made at UC San Diego into everyday objects like Swiss cheese, Minecraft gaming, and tattoos. To explain the unconventional thinking that happens on-campus, we wrapped a trolley to make it look like it was moving upside down—complete with dangling passengers. At a couple of high-traffic trolley stops, we built a plant-powered power plant. It was a solar-powered, cantilevered planter that offered USB charging for riders who found themselves in need of a boost.
Agency: VITRO
Skills: Art direction, design