Making an anthemic statement in the middle of March Madness.

Davidson is a place built on trust, academic ambition, and a strong sense of community. We needed to capture that with real voices, in real places, telling the stories of the institution firsthand.

Our team spent time on campus, speaking to and capturing students, faculty, and alumni in locations that held personal meaning – the entrepreneurial centre, the quad, a professor’s office. The result was an unscripted, documentary-style piece that felt grounded and credible. Being able to include Stephen Curry, NBA All Star and Davidson’s most famous basketball alumni, afforded the video a level of recognition and credibility during the March Madness slot – but rather than positioning him as the centrepiece, we made him part of a broader, more academic narrative, highlighting Davidson’s ability to shape global leaders, on and off the court.

With ESPN’s vast audience in mind, we knew the film needed to stand out. It had to match the scale and energy of March Madness while staying true to Davidson’s identity. By focusing on student outcomes in the middle of a sports-heavy ad space, we created contrast – cutting through the noise and making Davidson memorable in a sea of predictability. 

The final output included the flagship 60-second brand film, multiple cutdowns (30s, 15s, and 6s) optimised for TV, social, and digital, as well as supporting content designed to run alongside ESPN broadcasts, reinforcing key messaging.

Davidson had the airtime, and we made sure their audience had something worth watching. The campaign maximised their ESPN slots, ensuring that millions saw Davidson not just as a basketball powerhouse, but as an institution of academic excellence and innovation.

The response was strong enough that Davidson is now exploring ways to expand the concept into a larger content series, giving prospective students, parents, and key stakeholders a deeper look into what makes the college unique.