Astronomic Dreams at University of Phoenix

Arnold Worldwide’s latest campaign creative work for client University of Phoenix that isn’t just a timely “Gravity” award season coincidence, but seems to be begging the question What have you been dreaming of and working towards since childhood? President of the United States? First Person on Mars? The new :60 called “Rocket” also continues the University’s focus on connecting education with careers that began in 2012, while Phylicia Rashad continues as the voice of the University.

“Rocket” tells the University of Phoenix story by focusing on a girl who dreams of becoming an astronaut. It follows her passion and learning experiences throughout each stage of her life until she finally reaches her dream. While this story is hyperbolic, and University of Phoenix doesn't train astronauts, the message is clear - Imagine the possibilities of what someone can achieve if they were fostered in an environment built specifically around the job they wanted.

“We felt it was important to tell a story that most people can relate to,” states JL Martinez, SVP, Group Creative Director, Arnold. “If you ask little kids what they want to be when they grow up they often will say they want to become the president or an astronaut. How can you take a dream that most people will have at some point in their lives and use that to tell the story of the university's approach to education.”
 

Credits

University of Phoenix’s TV spot “Rocket”
Executive Creative Directors: Wade Devers and Pete Johnson
Group Creative Directors: Jose Luis Martinez & David Register
ACD/Art Director: Sara Goldsmith
Copywriter: Melanie Simonich
Producer: William Near
Assistant Producer: Lauren Landry
Business Affairs: Kim Stevens
Planner: Karin Wood
Marketing: Jon Hedlund, Matt Allen and Maura Mattoon
 

Production Company: Anonymous Content
Director: Christian Bevilacqua
Production Company Sr. Executive Producer: Jeff Baron
Production Company Line Producer: Paul Ure
Cinematographer: Chung Hoon Chung

 
Editing Company: TenThree
Editor: Al Sinclair
Sound Design: Al Sinclair, Christian Bevilacqua, Rex Recker
Music: Pivot
VFX: MPC