Right Now Rice

Rice University partnered with Madhouse to create an institutional TV spot that could serve as an anthem and bring its “Right Now Rice” campaign to life. Known for rigorous academics and groundbreaking research, the challenge was to move beyond traditional signals of prestige and instead demonstrate impact, showing the real-world solutions Rice is actively advancing today.

Madhouse developed a concept that immerses viewers in the momentum of discovery, capturing Rice students, faculty, and researchers in the midst of meaningful work. Through dynamic pacing, seamless transitions, and a driving narrative, the spot builds a sense of urgency and relevance, reinforcing the idea that innovation isn’t happening someday, it’s happening right now. The result is an anthem that positions Rice as a university defined by what it’s actively solving in the world today.