While students understand the value of a Caltech education, achieving the degree requires a level of discipline that even the most mature can struggle to maintain, leading the school to consider a program where alumni are asked to host a dinner with students, creating an intimate space for sharing of advice and encouragement.
Tasked with marketing the program to alums, our experience in unscripted led to a concept centered on sharing the unfiltered joy of the hosting experience. A real dinner party was arranged at the home of a Caltech couple, with hidden cameras recording every moment of conversation and fun, supported by private interviews with participants. From this, a hero film became the axis of the recruitment campaign, along with a range of playful secondary content.
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