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OUR ROOTS

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STRATEGY

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BRANDING

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CONTENT

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VIDEO

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EVENTS

Celebrating History. Honoring Womanhood.

Every May, an exodus of sorts brings women from across the country to Brigham Young University. Some come alone, while others journey in groups. For many, it’s a long-awaited reunion with friends and sisters they only see once a year. They study together, listen, learn, laugh, cry, sing, and celebrate. But in one anniversary year, something more was needed. Something beyond the keynotes and activities the Conference typically offered. Something grand that would honor the epic story of womanhood and celebrate the history of female believers everywhere. And that’s where WB Creative comes in.

As one of the foremost women’s gatherings in the Intermountain West, BYU Women’s Conference draws an audience of more than 20,000 visitors to BYU campus annually. Leading up to a special anniversary year, Women’s Conference approached WB Creative with a desire to present a major, 50-minute production in the BYU Marriott Center arena that would celebrate the spirit and history of the event and be filmed for later broadcast on BYUtv.

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Following its typical pattern, WB spent hours meeting with key Women’s Conference leaders, seeking to draw out the fundamental big ideas that should drive the production. Based on these initial discussions, a concept was proposed: the presentation would help attendees understand the fundamental principles and stories at the heart of the Women’s Conference experience. It would be called “Our Roots.”

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Following its typical pattern, WB spent hours meeting with key Women’s Conference leaders, seeking to draw out the fundamental big ideas that should drive the production. Based on these initial discussions, a concept was proposed: the presentation would help attendees understand the fundamental principles and stories at the heart of the Women’s Conference experience. It would be called “Our Roots.”

Building on this theme, a complete script draft of the proposed production was prepared, and WB brought together a small cast of actors to present the script, music, and proposed production elements in a table read for Women’s Conference leadership. With great excitement and minimal feedback, the script was approved for production.

During the following months, WB coordinated and directed all elements of the production process: script refinements, staffing, casting, rehearsals, video and music production, coordination with BYUtv, branding, social media content, and costume and set development. At the heart of the production’s concept was the onstage creation of a huge, symbolic tree made of historical and modern photos of women. In the concept, the tree would be built frame by frame on the stage in front of the audience, culminating in an iconic moment when giant tree branches, once again comprised of large photographs, would sweep on to the stage and be hoisted 30+ feet in the air by cast members. Working with the renowned set designers at Utah’s Scenic Solutions, WB oversaw development of the tree effect, carrying responsibility for its design, construction specifications, rigging, and risk mitigation plan.

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After several months of intense collaborative work, the production debuted to the Women’s Conference audience in the Marriott Center and was received with enthusiastic praise. As the tree’s branches swept up into the wide expanse of the arena, an audible gasp emerged from the crowd, followed by roaring applause. After the performance, many expressed heartfelt gratitude and praise for the program’s moving representation of the history of women of faith. The Conference’s leadership was ecstatic at the response, and only a few months later, they authorized a second production of “Our Roots” at BYU Education Week along with a filmed version of the presentation that was later captured under WB’s direction on location at This is the Place Heritage Park (currently in post-production).

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Our Roots Tree
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A moving, large-scale experience that celebrates what people really care about? That’s Creative that Matters.

Do you have a need for a thrilling live or virtual experience for your guests, conference attendees, or online audience? Let’s talk. We would love to bring Creative that Matters to your customers and guests. 

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