I was tasked with leading this project to bring to life Northumbria Universities strategic vision for 2030. The vision was based around three key pillars of experiential learning, social mobility and world leading research. Leading the team we delivered the conceptual foundations, campaign roll out and four hero case study videos that elaborate on the pillars.
Northumbria University - Born of Ambition
Campaign concept | Directing
We all have a story to tell. A passion for what we do. A reason for going that extra mile. We believe in using that vision and drive to change the world for good.
The concept
I took the strategic pillars and distilled them into one campaign concept that stitched all the stories together. ‘Born of Ambition’ calls out to the spirit of the university and the direction it’s looking to take over the next few years but it also works on a personal level for staff and students alike.
The art direction
In order to create a more emotive and ownable feel for the campaign I developed the art direction style to go beyond the standard light and dark feel of the Northumbria brand. It focused more on a cinematic, silhouetted style with crushed blacks, muted hues and a little bit of noise and grain. I also opted for the majority of shots to be handheld placing the viewer in the moment alongside our protagonists.
The outcome
The strategic vision launch event was a great success with the videos being shown to the internal audience and even bring a few people to tears (in a good way). The campaign was then externalised and due to it’s success ran much longer than intended. This project helped to build a great relationship with the client and we continue to collaborate on projects.