Start something - UCalgary brand video

What does it really mean to “Start something”?

At the University of Calgary (UCalgary), it can begin with a question, an experience, or a problem you can’t ignore. This brand video was created to inspire people to see the possibilities in their own lives and how curiosity, learning, and determination can become action that makes a difference.

Through one student’s journey, we show how personal motivation and ambition can grow into meaningful action and real-world impact. While the story is fictional, the possibilities behind it are very real. The video was developed in collaboration with UCalgary researchers from the Schulich School of Engineering and Faculty of Kinesiology, drawing inspiration from real research in robotics, exoskeletons, and human performance.

The project was filmed over five full shooting days across multiple real locations on campus. Working with a modest budget, the roughly 15-person crew took on multiple roles to maximize production value and make every shoot day count. Brand recall was also built into the production design, with recognizable UCalgary visual cues woven throughout the film, both hidden and in plain sight, to help reinforce the brand without interrupting the story.

Ultimately, the film isn’t meant to prescribe what it means to “Start something.” It’s meant to help people imagine what it could mean for them — and the role UCalgary can play in helping them make it a reality.

By showing one possible journey, we hope audiences leave imagining their own.