The National University of Singapore wanted to produce a student life film to attract prospective students.

But, students behave differently when the professors are watching.

So how can we, as outsiders, portray the truest emotions and lives of NUS students?

We reached out to the different faculties, clubs, societies, teams, halls, as many students as possible, and ran a mini user-generated content campaign. Students submitted videos of their student life.

We had no idea what to expect from the students.

Eventually, the videos started flowing in. Our editors worked their magic in the studio and created a final piece that combined the student submissions into a collaborative piece of work that resonated with the students.

Instead of a typical student life produced by the school administration, current students became ambassadors of the school, inviting prospective students to “run with them”.

We couldn’t have faked those emotions anyway.