Reinventing the classroom experience and providing hands on learning that builds confidence.

Client: 
Project Lead the Way

Role:
Design Directon

Project Lead the Way is a nonprofit organization focused on empowering
K-12 students. By transforming the teaching experience, they create engaging classroom environments that not only prepare students for real-world applications, but also makes them excited about learning. Their overall mission? Empowering students to thrive in an evolving world.

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.

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

The photography style of the campaign is centered around a look of wonder,  excitement, confidence and an overall sense of curiosity. Also, since the PLTW brand is focused on STEM programs, the cast of students needed to be a diverse group representing grades kindergarten to high school. 

The marriage between illustration and photography is what made the visual behind the campaign powerful and captivating.