Reframing Campaign

I served as the Creative Director and Art Director, leading the visual concept development and execution across all mediums. The project spanned four months and involved a team of six: myself, a copywriter, two designers, and professional photographers working in-studio.

The challenge was to differentiate Bow Valley College’s messaging in a space dominated by predictable visuals and clichés. Our solution was the concept of “reframing”—a creative approach that captured attention by flipping expectations. One ad, for example, showed a person crying with the tagline: “Rescued a puppy… or offered a job?”—inviting viewers to question their assumptions and consider new possibilities through education.

This campaign effectively cut through the noise, offering a fresh, emotionally resonant take on the impact of education—designed to connect with prospective students on a deeper level.