Vitro (a multidisciplinary agency) brought in Los Angeles-based studio Golden to execute Vitro's imaginative new brand film for UC San Diego. Golden's Jake Banks directed the 60-second piece centered around Vitro’s “Break Things Better” campaign, highlighting UC San Diego’s approach to breaking convention.

Veteran agency Vitro chose the Golden team to lead production, editorial and VFX for the video, which brings to life the genius and creativity of UC San Diego’s forward-thinkers in a demonstration of mind-warping artistry.

Shot on the ALEXA, Jake Banks captures the unique feel of the UC San Diego campus and culture in a clean, crisp visual style. Golden added beautifully detailed and surreal animations into the live action footage, including Dalí-esque elements like oversized marine life, a robot and an astronaut. Seamlessly blending the real world with the imagined, the piece captures the surprising moments that occur when people deviate from the ordinary to do breakthrough work. The 60-second piece is currently on the UC San Diego campaign landing page at

Founded by director/creative director Jake Banks and Executive Producer Matthew Marquis, Golden is an integrated studio driven by a roster of live action directors and a collective of designers and VFX artists. Excited by the future, Golden brings the appropriate balance of innovation and experience to each aspect of the production process.  

Watch “We Break Things Better” on YouTube here:

Screenwork Credits

Client: UC San Diego

Agency: Vitro

Executive Creative Director: Brian Dunaway
Creative Director: Will Roth
Director of Broadcast Production: Mickey Strider

Production Company: Golden

Director/Creative Director: Jake Banks
Producer: Kevin Gallagher
Design: Kenneth Robin, Ben Yonda, June Kim
Animation: Rachel Arnold, Patrick Surace, Aaron Benoit, Alfredo Tognetti, Luke Yoo
Compositing: Rachel Arnold, Aaron Benoit, Alfredo Tognetti, Luke Yoo