Mason Now: Power the Possible

When George Mason University needed to create a billion-dollar buzz around launching their next comprehensive campaign, they called in idfive to help make an unforgettable first impression. As the largest, most diverse, public university in the Commonwealth of Virginia and the youngest Research 1 institution in the nation, Mason has established itself as an innovator but wanted to leave no doubt that they are among the nation’s leaders in higher education. With a solid campaign messaging framework, script, and art direction provided by the idfive creative team and in partnership with Storyfarm Video Productions, the Mason Now: Power the Possible Campaign video was the exclamation point at the conclusion of the university president’s emotional first appeal. Rooted in the Mason story–a narrative celebrating the institution’s grit, determination, and audacity–idfive was able to provide an unforgettable opening scene for Mason’s billion-dollar campaign.