For the launch of this innovative new offering, my team was tasked to develop creative for a campaign including advertising placements in the Toronto PATH system and the Royal York Hotel, as well as a captivation in our new office space. Through my creative briefing process I learned this new offering is turning learning convention on its head. The learning is done in a classroom, not online. The curriculum is not outsourced, but developed by the firm’s own partners. The learning isn’t technical, rather it is aimed at developing the next generation of leaders. In addition, it is not a learning centre, incubator, school or conference centre. The only description that leaders were comfortable with was to describe it as a transformative experience. I channelled the ideas of experience and transformation to inform the direction of the creative, where silhouettes are exploding with colours, shapes and synapses. The images aim to serve as a visual representation of the growth and change attendees experience.
