Lesson Nº5
Aprende, Aplica, Avanza.
Could three verbs tell someone who already knows the work that their knowledge deserves a degree?
AI loop, no sound · 12s
- Door: First, understand.
- Creative director as an outside consultant, with a communications and design team
- Strategy, copy and art direction
- 2024
- Delivered, out in the street
The brief
In 2024 UDES launched its technical careers, which was new and a bit risky for a university: opening the door to people who learned their trade on the job and wanted that knowledge formalized. I came in as creative director, as an outside consultant, working with a communications and design team. The person who brought me in had worked with me before and knew my work, so I had total freedom, and honestly it's the job that has flowed the most for me, one I'd happily do again. The people we were talking to already knew how to do the work, what they didn't have was the paper that says so, so the idea was to show them a path they're already halfway up. That's where Aprende, Aplica, Avanza came from, and most of the work after that was making it readable in two seconds from across a food court.
The studio wall
scroll sideways →
the campaign, standing in the street
AI keyframe of the three steps
Honest weaknesses
The crit
I can't show you how many people enrolled, those numbers are UDES's, and I know that leaves the story half told.
Three verbs going up is something education ads have done forever. I didn't invent it, my part was making this version not look like all the others.
Nobody at UDES had launched technical careers before, so there was nothing to compare against and no past audience to ask, and a lot of what we decided was our best guess.
Shipped & taught
- 2024, for UDES
- Launch of the university's technical careers
- Creative direction as an outside consultant, with a communications and design team
- Out-of-home (OOH) advertising
What this taught me
I hadn't directed a team like this since my agency years ended in 2016, and it came back faster than I expected. I think that's part of why directing AI felt normal to me later, I'd already spent years explaining to people what I wanted and why, and people argue back a lot more.