180LA, Director Peter Thwaites "Discover Your Wings" For University of Phoenix

By

Robert Goldrich
Thursday, May. 2, 2019

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For a parent who juggles work, life and family, time is precious. But University of Phoenix’s latest national campaign out of agency 180OLA, “Discover Your Wings,” shows that it's possible to pursue a degree while juggling multiple responsibilities.

The campaign includes this :60 broadcast commercial--directed by Peter Thwaites of The Corner Shop--which features a boy reading the University of Phoenix’s original book, The Dragon Who Learned to Fly, co-authored by 180LA art director Elizabeth Lay and 180LA copywriter Jim Goodrich. The story focuses on a mother dragon who was always too busy to learn to fly--until a bird taught her how. The dragon’s story parallels the struggles University of Phoenix students face each and every day--handling daily duties and making a living yet still striving to get an education to better their station in life.

The campaign honors and recognizes the University’s working parents, who’ve found the strength and support to go after their goals while never losing sight of what’s important. More than one million University of Phoenix alumni have proven earning a degree can work with the busiest of schedules. Short, manageable courses, a mobile-friendly online classroom and 24/7 support are just some of the ways University of Phoenix helps working adults rise.

To fully bring the narrative to life, University of Phoenix has self-published The Dragon Who Learned to Fly in conjunction with the campaign launch, which also includes online video, email and social.

Credits

Client University of Phoenix Agency 180LA Al Moseley, global president & chief creative officer; Stuart Brown, executive creative director; Jason Rappaport, group creative director; Brian Farkas, Tylynne McCauley, creative directors; Jim Goodrich, Jake Altman, copywriters; Elizabeth Lay, Morgan Klein, art directors; David Emery, head of production; Dave Lambert, sr. producer; Marissa Mackel, producer; Joe Schiffer, editorial; Kaleen Ogden, head of strategy; Maggie Speciale, strategy director; Lauren Murphy, digital engagement strategist. Production The Corner Shop Peter Thwaites, director; Anna Hashmi, exec producer; Jay Shapiro, producer. Editorial Work Editorial Stewart Reeves, editor; Leah Turner, assistant editor; Marlo Baird, exec producer; Grace Rehorn, producer. Audio Lime Studios Loren Silber, mixer. Music Walker Danielle Soury, creative director; Stephanie Pigott, music supervisor. VFX/Post MPC Elexis Stearn, exec producer; Mark Driscoll, Stefanie Na, producers; Mark Gethin, colorist; Damian Winterbottom, color producer.

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