CAPELLA UNIVERSITY
What Can’t You Do
Most online universities tell the same predictable story: stock-quality talent surrounded by fake smiles and a voiceover that says “you can do it too!” In other words — it’s a total snoozefest.
But when you look at the people actually pursuing an online degree, the reality is very different.
These students are nurses finishing a shift before logging into class. Professionals chasing the promotion they know they’re capable of. Parents studying after the kids go to bed. People going back to school at 28. 33. 39. Juggling work, life, and now school because standing still was never really an option.
AKA, these people are real badasses.
They’re already working respectable jobs. Already proving what they’re capable of. And their ambition never slows down.
So we completely reimagined the brand to break the mold of what an online university could look like. Inspired by performance brands, we built a platform that channels the drive and grit of Capella students and celebrates the mindset that keeps them pushing forward. All with one challenge to the people bold enough to take it on: What Can’t You Do.
BRAND
In an initial brand push, we created a gajillion assets (okay, probably 70+) that targeted prospective students through whatever stage of the funnel they were in. Here were some of my favorite lines and videos we created.
Bespoke Videos
In addition to the brand videos captured above, we had to think of a few concepts that could be captured with our second camera unit to create assets that felt more social native.
Slam the Laptop. Start the Hustle.
This is My Campus
Day 1
Organic Social
The spirit of this campaign lived beyond paid media. I helped develop months of organic content that tapped into social trends but stayed true to our core platform. (Stay tuned for the upload)