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


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


Concept V2.0


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


Concept V3.0