LA TROBE
UNIVERSITY
YOU’LL CHANGE
What does uni actually change? Ask the people who know you. Built in-house for La Trobe, ‘You’ll Change’ wanted to take a different view of the impact university has on students, so we opted to leave them out of the frame and lets nans, exes and the aunties at Piedimonte’s tell the story. The campaign ran across TV, OOH, radio and print. I art directed and concepted the work with internal partner, and brought it to life alongside director Stephen Carroll (FINCH), photographer Cory White (Hart & Co), Sonic branding by Smith & Western and animation by Ryan Walker .
Role: Senior Creative, Art Director
The TVCs showed change through other people’s eyes. The OOH turned the camera back on the student: quiet, optimistic moments on the train home. Shot with Cory White, it ran city-wide across large-format DOOH and smaller formats.
