Reintroducing a legacy. Inspiring the future.
Light the Way Commercial
Client: UNCF
Launch Date: February 2025
Client: UNCF
Launch Date: February 2025
Agency Team
CCO: Carol H. Williams
Executive CD: Carol Hood
Senior Writer: ReAune Small
Concept Writer / AD: Broc Anthony
EP: Kimberly Grear
CCO: Carol H. Williams
Executive CD: Carol Hood
Senior Writer: ReAune Small
Concept Writer / AD: Broc Anthony
EP: Kimberly Grear
Producer Partners
Director: Maya Table, Funnel
EP/Line Producer: Cisco Newman, Funnel
Editor: Dre Jones, Sunet Edit
Color: Jeff Tillotson, Lightpress
VFX/Finish: Straightface Studios
Mix/Sound Design: Joaby Deal, One Union Recording
Licensed Music: Fenyx Rose
Director: Maya Table, Funnel
EP/Line Producer: Cisco Newman, Funnel
Editor: Dre Jones, Sunet Edit
Color: Jeff Tillotson, Lightpress
VFX/Finish: Straightface Studios
Mix/Sound Design: Joaby Deal, One Union Recording
Licensed Music: Fenyx Rose
THE ASk:
UNCF (United Negro College Fund) approached us with a critical task: to create a 30-second PSA that would reintroduce the organization to a younger generation while reinforcing their mission to support Black students through education. They wanted a visual story that captured the legacy of UNCF and emphasized its continued relevance, with a modern edge that could resonate across Disney's linear and streaming channels.
THE PROBLEM:
While UNCF has been a pillar in supporting Black education for over 80 years, its messaging was becoming less visible to younger audiences, especially Gen Z students. With the rising costs of college and competition for attention in a fast-moving digital landscape, UNCF needed to showcase how they’ve continually supported 500,000+ graduations and $5 billion in scholarships while connecting to future leaders in STEM, medicine, tech, and more.
The strategy was clear: we needed to show that UNCF isn’t just a historical institution; it’s actively shaping the future. We focused on the visual metaphor of passing the torch, symbolizing the knowledge, support, and opportunity UNCF provides to each generation. This torch would be carried by different students, navigating through different fields of study, to highlight the variety of disciplines UNCF supports—from robotics to medicine.
LINKS:
UNCF Launches Historic PSA Campaign
MoreHouse College
UNCF (United Negro College Fund) approached us with a critical task: to create a 30-second PSA that would reintroduce the organization to a younger generation while reinforcing their mission to support Black students through education. They wanted a visual story that captured the legacy of UNCF and emphasized its continued relevance, with a modern edge that could resonate across Disney's linear and streaming channels.
THE PROBLEM:
While UNCF has been a pillar in supporting Black education for over 80 years, its messaging was becoming less visible to younger audiences, especially Gen Z students. With the rising costs of college and competition for attention in a fast-moving digital landscape, UNCF needed to showcase how they’ve continually supported 500,000+ graduations and $5 billion in scholarships while connecting to future leaders in STEM, medicine, tech, and more.
The strategy was clear: we needed to show that UNCF isn’t just a historical institution; it’s actively shaping the future. We focused on the visual metaphor of passing the torch, symbolizing the knowledge, support, and opportunity UNCF provides to each generation. This torch would be carried by different students, navigating through different fields of study, to highlight the variety of disciplines UNCF supports—from robotics to medicine.
LINKS:
UNCF Launches Historic PSA Campaign
MoreHouse College