During the global pandemic, when remote learning became essential, VSA Partners took on the challenge of crafting an ad campaign that would stand out and redefine online education. Embracing the complexities of remote production with an attitude of “adaptability,” the team transformed a simple idea into a powerful campaign titled “Invite Knowledge In, Part 1,” bringing historical icons like Lincoln and Cleopatra into students’ living rooms for Pearson’s Connections Academy. This project is a testament to creativity under pressure, overcoming obstacles, and showcasing that innovation thrives even in the most challenging times, landing them a Graphis Advertising 2023 Gold award. Discover how VSA Partners brought this vision to life, rethinking remote learning one virtual lesson at a time.
By: Bryan Haney, Executive Producer, VSA Partners
Bringing Learning to Life from A World Away
Sure, we’re all pretty expert at working remotely these days. But back in late 2020? Not so much. That’s when I got the call. And it was one for the history books.
Team: Bryan! We just sold one of our ideas.
Me: Great!
Team: And we need to produce this puppy fast.
Me: No problem. Just so long as it’s not the one featuring a busload of people. There’s a pandemic, you know.
Team: …
Me: Well, this should be interesting.
And, boy, was I right. From that point on—like Frodo navigating the shadows of Mordor—the team and I took on the unknown by adopting a strict policy of adaptability. On our impossible journey, we would encounter foreign landscapes, terrifying timelines, foreboding weather, legendary heroes, villainous warlords, and one very tricky centaur. But at least those last three were part of the concept. Let me explain.
Pearson’s Connections Academy is a tuition-free online educator that prides itself on delivering a fully engaging online learning experience. They hire only instructors who have been trained in online learning—those who know how to “bring learning to life” through a screen, wherever a K–12 student might be. VSA Partners was tasked with changing opinions about the category by demonstrating the richness of Pearson’s offering. And we took that task to heart with our double entendre of a big idea: “We
change minds.”
Our execution would tackle head-on skepticism toward online learning with a conceptually simple (but logistically complicated!) visual metaphor. We’d literally bring textbook subjects to life as passengers on a school bus, heading for homes with kids needing a better learning experience. That meant casting doppelgängers of Lincoln, Cleopatra, Napoleon, and Sir Isaac Newton. It meant finding a bus (and a seating plan) that adhered to Covid-19 restrictions. Perhaps the most challenging part of my role as producer was coordinating a ton of rapidly moving parts 100% remotely.
I could have freaked out. But instead, I adapted. We all did. We opened our minds to nontraditional solutions, doubled down on teamwork and caring for each other, and somehow, it all came together. Under budget, no less!
Our director had a strong network in Argentina, where he knew we could source crew and talent quickly. So we shot in Argentina.
We couldn’t find a bus that had satisfactory airflow. So we made one with a custom ventilation system. And we filled its seats safely by supplementing our human actors with lifelike dummies, including a puppeteered “science guy” and a heavily armored terra cotta warrior.
And because we couldn’t all be at the shoot together in person, consulting around a craft services table, we sent each other care packages to enjoy as we got used to collaborating via Zoom.
This project was incredibly challenging, but that’s why I love telling people about it. It really shows how far a willingness to adapt can take you. And how rewarding a remote experience—whether learning or producing—can be.
Bryan Haney of VSA Partners is an executive producer with over 15 years of experience in the industry. His background spans various producing positions: agency producer, post producer, print producer, and line producer. His work has included projects for Google, Marvel, Apple, Motorola, Netflix, United Airlines, Jeep, IBM, Northern Trust, CME Group, and AT&T.
