Lesson Nº5
Aprende, Aplica, Avanza.
Can three verbs tell someone who already knows the work that their knowledge deserves a degree?
silent ink loop · 12s
- Door: First, understand.
- Creative director, with a communications and design team
- Strategy, copy and art direction
- 2024
- Delivered, out in the street
The blank page
In 2024 UDES launched its technical careers, something new and risky in the academic market: a university opening its doors to people who learned their trade in the real world and wanted that knowledge formalized. I came in as creative director, working with a communications and design team, and the creative director I was between 2010 and 2017 walked back into the room. The strategy arrived before any layout: this audience does not need promises, they need a sequence they can see themselves walking, because half of it they have already walked. Learn, apply, advance. Aprende, Aplica, Avanza. Three verbs in order, art directed into a system that can stand in a food court and read in two seconds.
The studio wall
scroll sideways →
the keyframe, drawn before animating
the campaign, standing in the street
Three honest weaknesses
The crit
I can show you the campaign standing in the street. I cannot show you the enrollment numbers, because those belong to the client, and a campaign without its numbers is half a story.
Three ascending verbs is a formula education marketing has used forever. My job was making a formula feel inevitable, and I know the difference between that and inventing one.
We were launching careers that had no history at UDES, so there was no baseline to measure against and no past audience to ask. Every strategic call was a first guess wearing confidence.
Shipped & taught
- 2024, for UDES
- Launch of the university's technical careers
- Creative direction with a communications and design team
- Out-of-home (OOH) advertising
What this taught me
Launching something risky in a conservative market is a team sport, and directing the communications and design team for this campaign was the old muscle at full size. The creative director years did not retire in 2017. They are why directing AI came naturally later: I had already spent years directing people, and people are harder.