This was a new business pitch. I was involved in the creative as well as presentation. We won the business and successfully produced this campaign. USC Marshall School of Business wanted to be the first choice for top-admitted students who were, in most cases, also accepted to other top business schools. In a world where brands such as Starbucks and Chipotle give Gen-Z the power to co-create their experience. How do we, in a compelling and fluid way, tailor our message and give a unique experience/journey to candidates. We created a campaign that was segmented by tribes, meaning our video and website was structured and created to be tailored. Through research, we chose three tribes ideal for USC. This allowed us to effectively and efficiently deconstruct our video process and website into blocks that became interchangeable (variable) depending on student interest and tribe categorization. We additionally created data-capture experiences such as fun buzzfeed-like quizzes that allowed us to give a more tailored experience.