Back in May '15, we had the chance to create a campaign for the University of Salford to raise awareness of their postgraduate courses.
Although the University offerings are excellent, competition is still around the corner. We wanted to create a campaign that would provide more than brand awareness, bring intrigue, and invite people to think.
After researching, visualising and presenting many ideas; the concept ‘head and shoulders above the rest' was selected. The idea is a nod to where a graduate would be, after achieving their course and setting them apart from the competition. To execute the concept, we were aware and influenced by the Levitation work of Natsumi Hayashi and promptly got in touch with her. Unfortunately, a collaboration with her wasn't possible, so we had to put things to the test and discover the best way to represent this idea visually.
The shoot was going to be tough, and we knew it would be hard to achieve the natural hover we wanted. The tests had proven that using Photoshop was a ‘no go’, so we needed a model that would physically be up for the challenge; a lot of jumping was required!
When we found the right model, we teamed up with the excellent Blink photo, who brought their specialism in high-end photography that we required.
We started by storyboarding a journey of a graduate through her career journey looking for a job and eventually working in her chosen industry via scenes across Greater Manchester. We wanted a clean and structured layout to communicate the idea with a professional and confident tone, which led the viewer to the focal point of the model floating.
The campaign was a success and an attractive addition to the nation's streets and online landscape.