The initial approach to the campaign had a cleaner esthetic, focusing on objects found around a classroom that a child would either create or interact with. As the idea grew, the approach to the visuals took a more literal turn by playing off of a child's imagination and making concepts or "simple playtime" into a reality.

 

Concept V1.0

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A mix of photography and illustration was used in the campaign creation to push the idea of making imagination into reality.

 
 

Concept V2.0

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Overtime, the language changed to more "student focus" and quotations were added to encapsulate what they themselves could be thinking.

 
 

Concept V3.0

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