The University of Oklahoma
Norman, OK
2012-2016
As the art director behind the University of Oklahoma's TV advertising campaign, I had the privilege of crafting a series of spots that captured the essence of OU's unparalleled academic excellence and vibrant spirit. Working directly with then-President David Boren, a visionary leader with his background as Oklahoma's governor and a U.S. Senator, was an inspiring collaboration. He emphasized showcasing OU not just as a football powerhouse but as a top-tier public university fostering innovation, global perspectives, and personal growth.
Our goal was to air these ads during NCAA regular season games and CFP bowl matchups like the 2015 Orange Bowl, 2017 Rose Bowl, and 2018 Orange Bowl, leveraging the massive viewership to reach prospective students and alumni nationwide. By intertwining OU's athletic energy with its intellectual achievements, we aimed to redefine the narrative around public higher education, proving that excellence on the field mirrors excellence in the classroom. Looking back, these ads not only boosted enrollment inquiries but also reinforced OU's legacy as a beacon of academic and athletic synergy, making every bowl game a platform for our story.
This is OU
The campaign's timing during football broadcasts was strategic, capitalizing on the emotional highs of game day to forge a deeper connection. Fans cheering in stadiums or at home would see OU as more than a team, it's an institution building leaders and innovators. President Boren's input ensured authenticity, from the narration's confident tone to the slogan "This is OU," which encapsulated our message of opportunity and achievement.
Boomer Sooner
The creative process focused on concise, high-impact storytelling that highlighted OU's unique strengths. We opened several spots with the iconic "Boomer Sooner" chant to evoke immediate school pride, then transitioned into narratives about real accomplishments: our world-class French Impressionist art collection, the nation's largest university-based museums in art and natural history, and the National Weather Center forecasting for the entire country.
Boomer Sooner II
Visually, we used dynamic footage of campus life, global adventures, and artistic endeavors, set to uplifting music that amplified the relentless, passionate, and innovative spirit of Sooners. These elements weren't just facts; they were designed to inspire viewers to see OU as the place where free thinkers and trailblazers thrive.
Point of View
Other ads spotlighted our debate team's four national championships in six years, drama students sweeping awards at the Kennedy Center, and students studying in over 100 cities worldwide—gaining new perspectives and leadership skills. A recurring theme was OU's top ranking for National Merit Scholars among public universities, paired with its affordability and value.