Cass Business School - 2018
This is extraordinary calling
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This is extraordinary calling was a brand-led, integrated campaign designed to bring Cass Business School’s proposition to life and drive engagement across digital channels during a key recruitment period.
The central idea translated the concept of an “extraordinary calling” into a powerful, cinematic metaphor. Using animals known for their distinctive calls, from whales and lions to bats and lyrebirds, the campaign visualised the idea of ambition, curiosity and purpose drawing people towards Cass. The creative approach balanced spectacle with meaning, using bold CGI, sound design and London-based storytelling to create something emotionally engaging and instantly distinctive.
The campaign was led by a hero brand film, supported by six-second cut-downs, social-first formats and digital stills, all designed to work as a flexible creative system rather than a single execution. A dedicated microsite acted as the campaign hub, bringing together film content, programme pathways, research stories and animated infographics in a dynamic, mobile-first experience
As part of the creative leadership, I helped shape the core creative idea and narrative, translating the brand proposition into a clear, ownable creative platform that could scale across multiple formats and touchpoints. I was closely involved in setting the art direction for the hero film, including visual tone, pacing and the integration of CGI and live-action to ensure the work felt bold, cinematic and emotionally engaging.
Alongside this, I guided the adaptation of the idea across the wider campaign ecosystem, from six-second social cut-downs and digital stills to the microsite experience and the wider dissemination of this visual concept across the brand, ensuring consistency of craft while allowing the creative to flex naturally by channel and audience.
Throughout the project, I worked collaboratively with stakeholders, production partners and creative teams, balancing strategic objectives with creative ambition, and helping to push the work beyond safe execution into something more distinctive and memorable.
