University of Canterbury

The University of Canterbury approached me to create a brand campaign that positioned them as the most culturally relevant educational institution in New Zealand, for their new, core Gen Z audience.

I honed in on the insight that self-belief was the most powerful driver for personal and professional success, and positioned UC as a place where you can make anything possible if you 'Believe U Can'.

Agency: Strategy.

Creative direction, brand Strategy & 'Believe U Can' TVC poem/copywriting: Rupert de Paula.

Design Director: Chris Flack.
Creative/designer: Ana Hardwick.

Film directed by: Simon Waterhouse at Resonate.