CRHEATE: Two remarkable and remarkably different films with Adam Millbank

SYNOPSIS

This episode features Adam Millbank of JonesMillbank and Nine Trees Studio as we dive into two strikingly different university films.

One high-gloss and brand-led from University of Melbourne. The other raw and reactive from University of Agder, Norway.

It’s a conversation about bold ideas, authentic storytelling, and why emotion still matters in higher ed marketing.

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CRHEATE REVIEW

I think you’re going to love this discussion.

Link to the original Will Ferrell GM Super Bowl ad when you need it.

THREE TAKE-OUTS

• Emotional intelligence elevates creative impact

  Both films show the importance of making the audience feel something, not just informing them. Whether through urgency and wonder (Melbourne) or humour and authenticity (Agder), the most effective university content connects emotionally – a critical yet often overlooked aspect in the sector.

• Production value and boldness are not mutually exclusive

  The Melbourne piece illustrates the power of high-quality, top-of-funnel brand content that instils confidence and ambition. In contrast, Agder’s lo-fi, reactive video proves that with the right insight and bravery, impactful storytelling doesn’t require a big budget – just clarity of purpose and creative nerve.

• Marketing teams need time, trust, and autonomy

  The discussion highlights how internal university marketing teams are often overstretched and under-enabled. To create standout work, they need the space and backing to take risks, respond quickly to trends, and produce work that cuts through – rather than defaulting to volume over value.