The University of The Arts London, was formed in 2004, drawing together six famous London arts colleges under one umbrella. The launch ceremony took place at Tate Modern where The University wanted to show a video that was both inspirational and informative. Performance Media produced a stylish video which contrasted the work and ideas of famous alumni with the aspirations of current students. The video was well received by the audience at Tate Modern and subsequently Performance Media has gone on to produce more recruitment and instructional videos for The University.