University of Phoenix, an online university for working adults—National Annual Graduation Ceremony
Objective: Congratulate graduates on a life-changing accomplishment while gaining the interest and respect of the remaining audience. Concept and create assets that take over the city of Phoenix, AZ with smart, bold on-brand assets that celebrate the victory of education.
Audience: Graduates, friends and families of graduates (who came from as far as Mexico and Croatia), Phoenix alumni, current students, potential students, residents of Phoenix