I concepted and creative directed an organic social/earned media first, mid-funnel campaign called The ANDers Movement for National University. The goal was to use heartfelt storytelling to appeal to their target demographic of “ANDers” and explain how NU makes earning your degree possible.
We cast and invited a handful of NU graduates to set to speak about their experiences. Little did they know, we also invited their loved ones to surprise them on set, resulting in deeply emotional testimonials. This campaign has run on Youtube, Instagram, web, billboards in Times Square, as well as through a influencer partnership.
The ANDers Movement is a commitment to recognizing the real lives of students outside of school and a rally to change the landscape of higher education.
Production: Cumberland Creative
Creative Direction: Kristen Yeung + Joseph Gerard Seaman
Producer: Reni Coulson
Director: Spencer Showalter
Cinematographer: Mike White
1st Assistant Camera: Molly Trunnell
Photographer + Influencer: Patience Ojionuka