As Mercy University marks its 75th anniversary, the institution is rolling out a new brand campaign that highlights the moments, big and small, that shape the student experience.
Teaming up once again with Richmond-based creative agency Familiar Creatures (the team behind standout challenger work for Duke’s Mayo, Crunch Fitness and BUBBA Burgers), Mercy has unveiled “Every Moment Matters,” a campaign that reinforces the school’s belief that education is defined not just by milestones, but by the everyday experiences that move students forward.
Rather than focusing on a one-size-fits-all college outcome, “Every Moment Matters” centers on Mercy’s Maverick spirit—students who are self-driven, ambitious, and determined to carve their own paths. The work highlights the school’s commitment to supporting its diverse student body through every phase of their journey, from late-night study sessions to graduation day.
Launching regionally this month across TV and social media, the campaign features two spots filmed with a cinematic, slow-paced style that encourages reflection. The hero spot takes viewers through a series of real student experiences—struggling through confusion in class, collaborating with peers, finding guidance from faculty, and celebrating with family. The message is simple: Mercy is there for every moment that matters.
A second spot highlights the university’s nationally recognized School of Education, depicting students both learning and leading in the classroom as they prepare for future teaching careers.
“The application process has radically changed in the last couple years, making it even more paramount that prospective students know who we are and what we’re about,” said Chris Connelly, Associate Vice President, Marketing and Analytics at Mercy University. “We don’t just showcase and tout the milestones of the college experience—it’s about us being there for them through every moment in between. Familiar Creatures found a memorable and artful way to communicate our value proposition yet again.”
“In the higher ed space, Mercy University is a true challenger brand, fighting for attention amongst much bigger, well-established schools that dominate all our marketing channels,” added Justin Bajan, Co-Founder of Familiar Creatures. “We relished the chance to cut through the noise with something unexpected and wholly unique to Mercy U.”
The campaign also serves as a reflection of Mercy’s evolution—from its early beginnings as Mercy College, to its transition into a four-year institution in 1961, and its recent milestone becoming Mercy University in 2023. Today, it stands as the largest private minority-serving institution in the region, with a mission rooted in accessibility, resilience, and student success.
Familiar Creatures has partnered with Mercy since 2019, continuing to craft campaigns that blend humanity and humor to elevate the brand above higher education’s usual, sterile marketing tropes.
CREDITS:
BRAND: Mercy University
- Christian Connelly – AVP, Marketing and Communications
- Kristen Sangregorio – Creative Director, Enrollment Marketing
- Tom Cameron – Director, Marketing and Enrollment Comms
- Kathleen Mockler – Associate Marketing Director
- Craig Youngren – Director, Digital Content
- Ron Abraham – Marketing Specialist
AGENCY: Familiar Creatures
- Justin Bajan – Creative Director
- Dustin Artz – Creative Director
- Sarah Wallace Carr – Associate Creative Director
- Ben Englander – Senior Copywriter
- Hana Ballout – Project Manager
- Kate Luxton – Brand Director
- Ari Sneider – Agency Producer
- Colleen Hiegel – Senior Strategist
- Matt Vega – Director
PRODUCTION COMPANY: Night Shift
- Sam Broscoe – Producer
- Alec Sutherland – Executive Producer
- Alex Purifoy – Director of Photography
- Danny Mendelson – Production Supervisor
- Hannah Goldstein – 1st AD
- Nolan Maloney – 1st AC
- Josh Treadaway – MoCo
- Ian Havens – MoCo Tech
- Autumn Stevens – Key Grip
- Jonas Hayes – Gaffer
- Francisco Acosta – BB Electric
- Rae Parrella – BB Grip
- Henry Feebles – VTR
- Whitney Leff – Wardrobe Stylist
- Sheneque Clarke – Wardrobe Asst.
- Celia Espinal – HMU
- Pilar Albuerne Arámbula – Production Designer
- Cooper Hammel – Set Dresser
- Margaux Parisse – Art Dept. PA
- Jenny Dawkins – Key PA
- Fred Carey – PA
- Sunny Vazirani – PA
- Nessa Miyagusuku – PA
- Gabe Elder – Drone Op
POST PRODUCTION: Mondial
- Sara ‘Monty’ Montgomery – Senior Producer Post
- Patrick Mack – Executive Producer, Post
- Damian Riddell – Editor, Colorist, VFX
- Tiny Lion – Audio, Record and Mix
- Amanda Patterson – Principal
- Andrew Everding – Principal
- Jonathan Fuller – Principal
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