AUCKLAND, Today: Eyes and Ears have teamed up with AUT’s marketing team to bring the university’s new brand platform to life through film – lively, unapologetic, and unmistakably AUT.
Created by AUT in collaboration with Principals and Motion Sickness, the campaign celebrates the university’s 25th anniversary and its confidence in who it is and what it stands for.
“This campaign was all about capturing the spirit behind the tagline: energetic, fresh, and vibrant. From dynamic camera work and post-production design to bold title treatments and colour, our focus was on real people and real stories, made possible by working with AUT students, not professional talent,” says Eyes and Ears Creative Director, Calvin Sang.
Eyes and Ears have long admired AUT’s openness – their collaborative nature and commitment to learning that goes well beyond the classroom.
“This campaign was all about capturing the spirit behind the tagline: energetic, fresh, and vibrant.” – Calvin Sang, Ears Creative Director, Calvin Sang
By listening to its people, students, alumni, and communities, AUT uncovered what truly sets it apart – a raw, grounded pride in its purpose and place in Aotearoa and around the world.
“It soon became clear in the workshops, surveys and concept tests we did, that there was an appetite for a bolder, more self-confident voice,” says Jayne Mayerhofler, CMO at AUT.
Vice-Chancellor Professor Damon Salesa adds “The world needs new ways of thinking and learning that are open, inclusive and enthusiastically hands-on. This new campaign and tagline reflect this.”
Eyes and Ears have worked with AUT for over a decade, producing everything from TVCs and animations to interviews with students and staff.
Says Calvin, “It’s been great continuing our relationship and collaborating on this campaign. AUT’s team are genuinely collaborative – lots of open workshopping and shared vision, alongside their brand partners. That collective energy really shines through.”
CREDITS
AUT
Chief Marketing Officer: Jayne Mayerhofler
Director of Marketing: Jane Skeman
Director – Brand Services: Steve Main
Design Manager: Remko de Jong
Senior Marketing Operations Manager: Sarah Swinkles
EYES AND EARS
Director: Calvin Sang
Senior Producer: Paige Taniora-Brockelsby
Stills Producer: Emma Conroy
Production Assist: Monique Rapson
DOP: Will Prosor
Gaffer: Sash Samaratunga
Cam Op/LX Assist: Kirk Pflaum
HMU/Wardrobe: Miranda Raman
HMU: Rebekah Banks
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