The University of Calgary is home to one of Canada’s most respected post-secondary athletic programs, where student-athletes are challenged to perform at the highest level both on the court and in the classroom. Pedestrian partnered with the University of Calgary Dinos Men’s Volleyball Team to bring this reality to the screen, working alongside key sponsors Perfect Sports and Varsity Pharmacy. The project, titled ‘Balance’, explored the duality of the student-athlete experience. Rather than positioning athletics and education as competing priorities, we framed them as complementary forces that shape leaders both on and off the court.
Services
Creative Direction
Strategy
Production
Copywriting
The primary objective was to create a dual-purpose campaign: a powerful recruiting tool for the Dinos and authentic branded content for key sponsors, Perfect Sports and Varsity Pharmacy. Pedestrian was tasked with capturing a "Day in the Life" of a student-athlete, moving beyond traditional highlight reels to show the raw discipline required to balance elite sport with academic rigor. The content needed to be cinematic and versatile, designed to resonate with prospective recruits while seamlessly integrating sponsor messaging into the athlete's natural lifestyle.
By prioritizing the raw texture of the athlete's routine over a polished sales pitch, the work provided a distinct visual identity that resonated with prospective students. This resulted in cinematic assets that successfully elevated the team's brand presence, proving to recruits that being a Dino requires a commitment from both the classroom and the court.
