This started as a pitch for providing Northumbria University with a fresh approach to Undergraduate marketing.
The winning idea (also backed up by concept testing) required a bespoke photo shoot, which helped to create these distinct visuals. To keep things flexible a typographical approach was also developed. This campaign has been live for two years now and it has proved to be very successful.
During this time the concept has evolved, including another photo shoot (which, just like the first one I had the amazing opportunity to co-art direct) and going on to much, much, much bigger screens (digital 6-sheets and the massive transvision ads in train stations).