The Power of Optimism

UCLA brings the world’s brightest minds together in the sunniest of settings. That vibe of brilliance meets warmth brought my team to the truth behind the university: Optimism. Starting in 2017, we defined Optimism — that sense of California dreaming blended with daring, impactful doing. So we brought past and present Bruins to the table — surgeons, chefs, engineers, and activists — each defining how Optimism would change the world. We made it more personal in stage two, focusing on the university’s grandest initiatives. Think curing depression and making Los Angeles the world’s first sustainable city. Our work helped UCLA earn the rank of #1 Public University in the World (3x) and become the #1 most applied to college in the country.

  • Optimist Dr. Margaret Martin Variety
  • Optimist Dr. Margaret Martin
  • Optimist Tyrone Howard
  • Optimist Tyrone Howard
  • Optimist Dr. Linda Liau
  • Optimist Dr. Linda Liau
  • Optimist Ray Garcia
  • Optimist Ray Garcia
  • UCLA First Gen Initiative
  • UCLA First Gen Initiative
  • Optimists Dr. Kelsey Martin, Dennis Hong, and Angel Blue
  • UCLA News Kiosk
  • UCLA #1 in the World
  • Optimism Landing Page: Line
  • Optimism Landing Page: Text

The campaign is live, check the site here.


160over90

CCO: Greg Ash, Cory McCall
GCD: Adam Griffiths, Sig Gross
A/CD: Harry Skourtis
ACD: Christian Sternal, Andrea Drever
Senior Designers: Matthew Grier, Austin Lotz
Account Directors: Sarah Tjoa, Tanya Lindsey
Account Executives: Sarah Light, Kieran Delaharpe, Kelsey McKenzie