Texas A&M International University

Strategy Development, Video Production, Collateral Design, Social Media

Our partnership with Texas A&M International University’s GEAR UP IV—one of the state’s most innovative and impactful college-readiness programs—began in 2012 with a groundbreaking region-wide event called Prep Rally, which attracted nearly 10,000 South Texas middle school students. The goal was to inspire and motivate 8th-graders to make a commitment to pursue higher education. Our team worked closely with the GEAR UP IV visionaries to create an exciting and invigorating experience for the many attendees.

Four years later, the TAMIU team decided to bring the same cohort of students back to the Laredo Energy Arena just before they began their senior year of high school, providing a crucial final boost as they entered that last (and oh-so-important) stretch before college. And they turned right to Alchemy at AMS to make the magic happen.

Prior to the big day, we created teaser videos that appeared as digital reminders of the valuable experience awaiting the students. Throughout the daylong event, we made certain that every detail of the program was not only motivational, but also entertaining. We reinforced every core message with specially designed staging, music, artwork, memorable taglines and inspiring videos. Our roving camera crews captured event content for distribution to media outlets and the TAMIU GEAR UP IV website. We also created a post-event highlight video that serves as a showcase of the unique experience for students, parents, educators, policy makers, and GEAR UP programs through the nation.