In the last 20 years, we’ve watched nearly every part of our lives transform and evolve thanks to technology. Everything, that is, except for school. Our schools were built on outdated structures for an outdated model that doesn’t reflect the diversity of how we learn and how we live.
K12 changes all of that.

Objective: Make K12 school of first choice.
Communicate an emotive, engaging message to a broad audience of potential parents and students—that makes K12 the school of first choice and not of last resort.
Phases: Identify and craft brand attributes, ideate and develop several creative campaign territories, shortlist three, create stimuli for testing, adjust creative, execute through production.
Role: Co-Creative director, live action director and lead designer.