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How we told the DMU story in 30 seconds

DMU, one of the top 25 universities for graduate employment, has plenty to shout about - so we told our story in a TV ad reflecting our creative and innovative spirit.  

To show how we told the DMU story in 30 seconds, we have created a shot by shot breakdown. Each shot relates to an aspect of life at our university and together they give a dynamic picture of what makes DMU the place to be.

Our Oscar-winning creative partners

DMU worked with Oscar-winning creative studio Framestore to realise our vision for a truly arresting ad.

Global leaders in visual artistry, Framestore won an Oscar for its stellar FX in Hollywood blockbuster Gravity, starring George Clooney and Sandra Bullock; created the stunning CGI and Art Direction for sci-fi action flick Edge of Tomorrow, starring Tom Cruise and Emily Blunt; made the music video for Nichole Scherzinger’s ‘Your Love’; and designed the Sky Sports ‘Making Sports Better’ TV spot featuring David Beckham, which was broadcast throughout the World Cup.

The rising star behind our soundtrack

Our film needed a great track and Raleigh Ritchie’s ‘Stronger Than Ever’ is exactly that. Taken from his second EP, Black and Blue, the track’s stirring strings and bracing beats provide the perfect score for DMU’s message.

Raleigh Ritchie is in fact the pseudonym of actor Jacob Anderson, best known for his role as Grey Worm in Game of Thrones. He is a great talent and has already made big waves since making the transition into music from acting. Lily Allen is such a fan that she recently covered ‘Stronger Than Ever’ for the BBC Radio 1 Live Lounge.

His star will continue to rise and you can follow him on Facebook and Twitter.

The right voice speaks volumes

Do you recognise the voice on our new TV ad? Fans of the TV series Skins just might. It is the voice of actor Merveille Lukeba, who played the character Thomas Thomone in the hit programme. His bold and confident tone perfectly expresses the unique character of DMU, a university that encourages students to dare to find an alternative to convention, take a hands-on approach to life and work together to make people’s lives better.

Introducing the DMU TV ad shot by shot


Circuit board

The digital revolution impacts on our lives every day and evolves at a lightning pace. DMU is at the forefront of research into cyberspace. We have set up a unique MSc in Cyber Security, which brings together world-class experts from DMU’s Cyber Security Centre and industry specialists from tech giant Deloitte to train the next generation of vitally-important cyber security professionals, who will protect businesses and individuals from the growing threat of cyber attacks.


DMU is very proud of our strong sports partnerships with Premier League Leicester City Football Club, 10-times rugby union champions Leicester Tigers and Leicestershire County Cricket Club. These partnerships greatly enhance the student experience, providing prestigious work placements that boost employability. Read how DMU journalism students benefited from our sports partnerships. DMU’s FIFA Master MA has been named the best sports management course in the world.


As our new TV ad demonstrates, DMU has a passion for visual artistry. The Faculty of Art, Design and Humanities focuses on providing an inspiring environment in which students can hone their skills, freely express themselves and create eye-catching art that quickens the heart. DMU student art is celebrated every year in the Festival of Creativity. Our alumni includes photographer to the stars Andy Gotts, who has shot celebrities such as Robert De Niro, Scarlett Johansson and comedy legends Monty Python for their recent reunion.


Providing award-winning teaching, we encourage our students to think as individuals, give birth to fresh ideas and break convention for the public good; amply demonstrated by our pioneering policy document “ 100 Ideas to Change Britain ”. Our excellent teaching is shaped by our forward-thinking research, such as that of DMU Professor Bernd Stahl, of the Centre for Computing and Social Responsibility, who is a member of the EU’s flagship Human Brain Project – a fascinating 1 billion Euro mission to build a virtual brain.


DMU is a truly global university – with students from 127 countries and 155 quality international partnerships providing placement opportunities around the world, including those made possible through the Faculty of Business and Law ’s strong links with industry giants such as HP and Triumph. We have a commitment to ensuring students graduate with industry-level skills and are proud to have leapt into the  top 50 UK universities with the best employment rates.


DMU’s innovative Square Mile programme, which uses a network of expert academics and student volunteers to bring about positive change for the public good, won the 2014 Guardian University Award for outstanding positive contribution to the local community , for its fantastic collaboration with the Rik Basra Leukaemia Campaign to encourage people to sign up to the stem cell register.


DMU has its finger firmly on the pulse of developments in the information technology sector. The Faculty of Technology’s School of Computer Science and Informatics is involved in cutting-edge research and ground-breaking projects such as creating a cost-effective supercomputer. Our culture of innovation encourages students to become the next generation of tech stars designing our future. You can watch a video celebrating DMU’s long history of fostering new computer technology here.

Electron microscope

Our Faculty of Health and Life Sciences’ state-of-the-art electron microscope, which is used for a wide range of forensic studies, is just one example of the cutting-edge technology available for students to use in our world-class facilities. DMU’s commitment to providing the modern and superbly-equipped environment our students deserve continues with our current £136 million campus transformation.


DMU’s Centre for Computational Intelligence (CCI) has a range of innovative robots which academics and students can use for their research, including two Pioneer 3-ATs and the sophisticated PeopleBot, used to study human-robot interaction. To engage schoolchildren in robotics, the CCI worked with DMU Square Mile to create a Robot Club , which enabled two secondary-school children to fly to Vienna and battle it out in a Robot Wars-style competition.

CAD car

DMU is committed to making our campus as environmentally friendly as possible. We are a key partner in the My Electric Avenue project, a £9 million study funded by Ofgem’s Low Carbon Networks Fund Scheme into innovative, commercially-viable electric car technology. Researchers from DMU’s Institute for Energy and Sustainable Development will play an important role in what is Britain’s first large-scale trial of electric cars.

BMW wind tunnel

We have many established business links with top employers and our strong relationship with BMW has enabled many DMU students to enjoy prestigious work placements with the automotive giant. One of our Game Art Design students, Chelsea Lindsay, who completed a year-long internship with BMW in Munich, also worked as part of DMU’s Pudding Lane Productions team to digitally recreate streets that were burned during the Great Fire of London of 1666 for a video game. Their work won the 2013 Off the Map award at the prestigious GameCity Festival. Watch the stunning video here.


#DMUglobal is our exciting new programme which aims to provide the majority of students with valuable international experiences while studying with us to enhance their employability and give them a competitive edge. Recent experiences have included a  field trip in Brazil, a  business internship in China and a volunteering placement in The Gambia. View a video on how #DMUglobal has changed students’ lives here.


The iconic Shanghai skyline is one of the bustling hubs of East Asian commerce; it was here that we held a dazzling Fashion Week in collaboration with Shanghai University of Engineering Science. We are proud to have excellent links to East Asia, including Hong Kong business giant the Sun Wah Group, with whom we conduct joint research, commercial and cultural exchange activities. DMU also has a Confucius Institute on campus, our innovative centre which enables students to learn and celebrate Chinese language and culture.


DMU Square Mile organised a fantastic project in collaboration with the Faculty of Business and Law called Play Dough, which taught schoolchildren about the fundamentals of the stock market. Academics and students volunteered to support the participants to make investment decisions with real money based on what they had read and seen on the news; and the schoolchildren were delighted to show their stock market skills to His Royal Highness Prince Edward, the Earl of Wessex when he visited the DMU Campus.

Architectural Design

DMU’s Leicester School of Architecture is renowned for the quality of its courses and producing exceptionally talented graduates. Our students design the architecture of the future and work on exciting projects to regenerate the architecture of the past, including a recent project by the Digital Building Heritage Group to digitally re-create Grey Friars Church and the lost tomb of Richard III, whose remains were found in Leicester in September 2012.

Game Art

DMU’s Leicester Media School enables students to hone their practical skills in industry-standard facilities which include the Performing Arts Centre for Excellence (PACE) building and the Creative Technology Studios; and we are proud to have been named as one of the most creative universities in the UK for two years running. Graduates from our renowned Game Art courses have gone on to work for Ubisoft and Climax Studios and make the games you play such as Grand Theft Auto, Assassin’s Creed 2 and Far Cry 3. View DMU’s fantastic 2013 Game Art Showreel.

Music and sound recording

The industry-standard music facilities in DMU’s Performing Arts Centre for Excellence (PACE) building enable our Music, Technology and Performance students to create the next fresh sounds. The centre includes rehearsal and performance spaces, while the Creative Technology Studios in Queens Building provide well-equipped recording studios and multi-user audio laboratories. We also have the Music, Technology and Innovation Research Centre (MITRC) which is involved in ground-breaking research projects, festivals and events all year round.

Shoe design

DMU’s Footwear Design students have a long history of enabling the fashion-conscious to step out in style. One of our students, Becka Hunt, created a pair of shoes for Her Royal Highness the Duchess of Cambridge and fellow student Bethany Conway was presented with the second place award at the prestigious Cordwainers Student of the Year Awards 2014 by DMU honorand and star shoe designer Jimmy Choo. DMU also has strong industry links with top brands such as Kurt Geiger and Clarks, and our exceptional graduates have shown their work in New York at the ‘Shoe Obsession’ exhibition and worked for stellar designers such as Ted Baker and Vivienne Westwood.

Fashion design

Students on our Fashion, Textiles and Accessories and Contour Fashion courses are given the stimulating and supportive environment they need to channel their creativity into making the trends of the future. We are proud that one of our students, Kate Turton, was crowned New Designer of the Year in 2013, a fantastic achievement. Because of our strong links to top employers, many of our fashion students have secured placements at famous brands like GAP, while graduates like Sian Whitefoot have taken great strides on the catwalks with their stunning designs.


Clothing created by DMU’s Fashion Design students frequently graces the catwalk.  Our School of Design has strong links with top fashion houses and organisations like Burberry, New Look and the British Fashion Council; and many of our graduates now work with top brands such as Abercrombie & Fitch, French Connection and Kurt Geiger. Every year DMU students showcase their work at Graduate Fashion Week. You can browse through their fashionwear on the Contour Fashion and Fashion Design Pinterest boards.

Photography (Retail Lab)

DMU’s School of Design is renowned for its superb Design Crafts and Product and Furniture Design courses. Academics and students are engaged with design, craft and manufacturing companies and the product research community. DMU also has the
£2 million New Product Development Centre and Retail Lab. Our students secure placements with top companies such as Jaguar Land Rover and Seymourpowell and receive industry recognition at the most prestigious awards. View a video about how rewarding it is to study at DMU’s School of Design here.


DMU’s Leicester Media School helps students focus on developing industry-level media production skills with the cutting-edge equipment in the Performing Arts Centre for Excellence (PACE) building and the Creative Technology Studios. We also work in partnership with the Confetti Institute of Creative Technologies and De Montfort Students’ Union has the award-winning Demon Media, which enables students to get hands-on experience in TV, radio and press production. One of our graduates, Ben Frost, has gone on to create the FX for Avatar, Gravity and Disney’s Frozen.


Our School of Midwifery and Nursing has more than 50 years’ experience in providing students with the most up-to-date theory and industry-level practical skills and we place care and compassion at the centre of our personalised nursing and midwifery method. We are proud to have recently formed a partnership with Seha Dialysis Service and Fatima College of Health Services to start a new MSc in Renal Nursing in Abu Dhabi, channelling DMU’s expertise to treat renal disease in UAE. Our research also helps to improve the lives of the infirm and the dried blood spot analysis work of DMU’s Dr Sangeeta Tanna and Dr Graham Lawson could revolutionise how the drug intake of sick newborn babies is monitored. 


The limelight is but a sure step away for DMU students. The School of Arts is renowned for its excellent Dance, Drama Studies and Performing Arts courses. Students benefit from the industry-standard studio and theatre facilities of the Performing Arts Centre for Excellence (PACE) building and our strong links with Leicester’s Curve Theatre; Phoenix Square, including the DMU Cube exhibition space, and Dave’s Comedy Festival. The school also runs annual events such as the University Dance Festival, the Drama Studies showcase Exit Souls, Glorious Collisions and the prestigious Cultural Exchanges Festival.

Artificial Pancreas

DMU Professor Joan Taylor’s artificial pancreas won the inaugural Channel 5 Gadget Show Live British Inventor of the Year award in 2014. The artificial pancreas could revolutionise the lives of people with diabetes and save the NHS billions of pounds. DMU has a long history of life-changing research which combines the highest academic quality with impact on the public good. Another recent example is Dr Parvez Haris’ study of arsenic levels in rice, which could help improve the health of billions of people around the globe.

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