Association of American Universities / PSA
We Are the Frontline
Role: Copywriter
Involvement: Market Research, Concept Development, Scripting, Voiceover Direction, Music Supervision

When life was slowing to an ominous halt at the beginning of the coronavirus pandemic, the members of the Association of American Universities (AAU) needed a PSA to articulate the role of research universities in the fight against COVID-19. And they needed it fast. My concept “We Are the Front Line” positioned research universities as part of the first line of defense against COVID-19. This concept informed my approach: a bold script recorded by a variety of voices across the country, all building upon one another to provide an audible representation of a strong and united front line.

Due to early-COVID constraints, one of our main challenges was pulling together visuals for the story. I collaborated with our editor on this project to select a combination of AAU-provided assets and stock assets to show what university research looks like in practice.

Working on a sprint wasn’t new to me. But working on a tight timeline with all the uncertainty of a pandemic certainly was. Through it all, my team maintained a flexible, solution-oriented outlook as we—and the world—stepped into uncharted territory.