PGT China
University of East Anglia
The Brief
Bringing UEA to Life for Prospective Students
Sectors: Education | Public
Services: Video Production | Direction | DOP | Editing | Grading
An Overview
When the University of East Anglia (UEA) approached Meantime Studio, they had a clear brief: create an engaging film for prospective students from China (and their guardians) that showcases why UEA—and the fine city of Norwich—is the place to be. Our challenge was to go beyond the ordinary promotional video. Instead of a glossy advert, UEA needed something authentic, aspirational, and deeply relatable. The solution was a video production commercial that leaned into real voices, creative storytelling, and a vibrant mix of visual styles.
UEA wanted to speak directly to young people in China who might be considering studying abroad, while also giving reassurance to their families. The film had to strike a careful balance: showcasing the excitement of campus life, the charm of Norwich, and the career opportunities that follow, all while feeling personal and real. From the outset, we believed that the strongest way to communicate this story was through students themselves. After all, who better to explain the magic of UEA than those who have lived it?
The Concept
We embraced a fantastical, almost magical approach. Studying abroad is a transformational journey; the film needed to reflect that sense of wonder.
We built the narrative around three journeys, each hosted by a student or graduate originally from Asia:
- Campus – exploring life on-site at UEA.
- City – experiencing Norwich through student eyes.
- Career – showing how UEA opens doors after graduation.
By dividing the film into chapters, we ensured that UEA’s messaging was fully covered. It also gave us the flexibility to deliver not just one complete film, but also three standalone edits—perfect for targeted engagement across platforms.
Our approach to this video production commercial was to combine diverse techniques into one seamless vignette. We used dynamic cinematography to give energy and movement, motion graphics and archive material to layer history and context & fast-paced editing inspired by editorial and fashion films like Vogue’s I Love New York.
This blend of styles echoed the plurality of student voices we were showcasing. Every frame contributed to an atmosphere that was exciting, ethereal, and nostalgic. Sound played a central role, connecting the three chapters with a consistent mood. We wanted the audio to capture both the emotional highs of student life and the reflective moments of looking back on the journey.
Research & Strategy
Authentic Storytelling
Rather than scripting every line, we spoke to a variety of UEA students about their real experiences and wove those voices into the narrative. One standout moment came from Ju, who recalled Hunan cooking in a way that was so vivid it practically jumped off the screen. His line became a defining beat in the script—a reminder that the little details often carry the most weight.
The result was a film that feels true to the student journey. It captures the anticipation of arriving somewhere new, the thrill of making a city your own, and the pride of stepping into a career after graduation.
A Journey Beyond the Camera
Producing this film also gave us memorable moments off-camera. One graduate invited our crew for a traditional Chinese hot pot, which was as delicious as it was meaningful. It reminded us that video production commercial projects like this aren’t just about output—they’re about building genuine connections with the people whose stories we’re entrusted to tell.
Credits
Studio
Meantime
Director
Joe Murray
Producer
Adam Turner
Related work
Nike
Women’s Football Tournament