The Challenge
Northeastern University is a global, R1 research university with graduate campuses across the world.
In 2024, Northeastern’s internal marketing team embarked on an international project, filming a series of 11 TV spots. Each spot involved traversing the respective cities and our campuses, with a team of only seven people, creating a unique commercial spot for each city.
We needed something more.
To support the commercial, we needed a campaign that built on the inspiring tone of the TV spot, but adapted for print and digital advertising. I was tapped to work on this amazing project; art directing the look of the ads, working on set with photographers and videographers to direct shoots, and creating a design workflow to work with other Northeastern designers in creating the campaign.
Our team produced over 200 assets for static and video outdoor advertising, social media content, and much more.
What Happened
The campaign led to an enormous increase in search results across all 11 regions, research showed an overall lift in brand awareness and favorability, and we won multiple creative awards.
Credits
Creative Director: Kris Knight
Art Direction, Design: Tim Durning
Additional Photo Art Direction: Cat Bagg
Copy Writer: George O’Connor
Photography: Adam Glanzeman, Ruby Wallau
Videography: Julio Chuy, Sophie Robinson
Completed while employed at Northeastern University.