University of Technology Sydney “It’s Not Just a University, It’s UTS”

Developed in collaboration with The Core Agency for the University of Technology Sydney. “It’s Not Just a University” is a multi-film brand campaign for the University of Technology Sydney, designed to challenge traditional perceptions of higher education and spotlight the human ambition at the heart of UTS.

The campaign is built around a series of cinematic short films, each following a real student or alumnus through a deeply personal moment that reflects their discipline, drive, and direction. Rather than presenting UTS through facilities or outcomes alone, the work focuses on lived experience - where curiosity, resilience, and unconventional thinking shape futures in real time.

Visually, the films adopt a restrained, high-craft approach. Each story unfolds in a single, uninterrupted shot, captured primarily in black and white to heighten emotional focus and clarity. Carefully timed moments of colour are introduced as a narrative device — punctuating personal breakthroughs and reinforcing UTS as a catalyst for transformation rather than a backdrop.

Tonally, the campaign moves fluidly between playful, provocative, and deeply human. From engineering labs and sports science fields to sustainable fashion studios and community volunteering, the films celebrate the breadth of UTS’s transdisciplinary environment while remaining grounded in authenticity and performance-led storytelling.

By rejecting conventional education advertising gags, It’s Not Just a University positions UTS as a place where ambition is personal, learning is experiential, and impact extends far beyond the classroom.

Deliverables:
5 x 30” BVOD + 5 x 15” Films + 5 x 6” Films