University of Phoenix Design & Branding CLASSROOM OF THE FUTURE by Pereira & O'Dell San Francisco

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CLASSROOM OF THE FUTURE

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Industry Education
Media Design & Branding
Market United States
Agency Pereira & O'Dell San Francisco
Creative Director Shu Lai, Jonathan Woytek
Art Director Marcus Brown
Copywriter Chris Elzinga
Producer Bill Spangler
Released September 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: UNIVERSITY OF PHOENIX
Product/Service: THE PHOENIX LECTURE SERIES
Agency: PEREIRA & O'DELL
Chief Creative Officer: PJ Pereira (Pereira O'Dell)
Creative Director: Shu Lai (Pereira O'Dell)
Creative Director: Jonathan Woytek (Pereira O'Dell)
Senior Art Director: Robert Konves (Pereira O'Dell)
Art Director: Marcus Brown (Pereira O'Dell)
Copywriter: Chris Elzinga (Pereira O'Dell)
Dierctor Of Production: Jeff Ferro (Pereira O'Dell)
Integrated Producer: Victoria Whitlow (Pereira O'Dell)
Producer: Bill Spangler (Pereira O'Dell)
Account Manager: Ashley Brown (Pereira O'Dell)
Director Of Strategy: Joshua Brandau (Pereira O'Dell)
Information Architect: Lina Urbain (Pereira O'Dell)
Animation/Motion Graphics/Editorial: (Laundry Design)
Production Company, San Diego: (MRB Productions)
Production Company, Boston: (Green Dot Films)
Holographic Production Consultant: (Digital Illusions)
Media placement: Event - Auditorium - 20 July 2011
Media placement: Installation - 3D Kiosk - 22 Sept 2011
Media placement: Video - Online - 3 Sept 2011

Describe the brief from the client
In 2011, The University of Phoenix’s would launch its next generation of online learning - The Phoenix Lecture Series. The University had hired 1 of the world's premiere innovation specialists to give a special lecture for its students.

Describe the challenges and key objectives
Professor Nicholas Negroponte, co-founder of MIT Media Lab, would present ‘The Consequence of Being Digital’ at a one-time event and not all 400,000 students would be able to attend. We needed to arrive at a solution where all University of Phoenix Students could experience the presentation in person.

Describe how you arrived at the final design
We replaced the professor with a 3D hologram and took him on the road. Students were able to watch the professor dissolve into bits and atoms, as his lecture details, in front of a live audience, inside 3D kiosks and as an online video. Unique to the live audience, however, was that the professor on stage, though he was a hologram, he was accompanied by physical props guided by unseen stage hands.
Taking the 3D installation on the road served as a litmus test for new and exciting ways to deliver inspiring content, and show us how principles in technology and entertainment can be used to make education more interesting and much more spectacular.

Give some indication of how successful the outcome was in the market
• Views of the excerpts through our social media campaign equated to over 13MM views in 4 weeks
• Drove significant traffic to the .edu page (100K+ with an average click through rate of 3.29%)
• 38K social engagements
• 12.7% lift in brand perception (vs Control)