Rethink the Ordinary
A concept-driven campaign built to stand out in a sea of lookalike edTech marketing.
Role
Design concept, animator, editor
The Challenge
The message “Rethink the Ordinary” was already defined, but visually, a lot of edTech marketing looks the same—clean classrooms, students using devices, very safe and predictable.
The goal was to create something that actually stood out and made people pause.
The Idea
Instead of following the typical approach, I focused on contrast.
I started exploring the idea of pairing things that don’t normally go together—unexpected combinations that immediately catch your attention and make you look twice. That became the visual direction for expressing “rethinking” something familiar.
The Approach
Once that direction clicked, I built a simple visual system around it so the concept could be reused across different pieces of the campaign.
The design and animation were intentionally minimal—the impact comes from the contrast in the visuals, not complexity.
Key Decisions
- Used unexpected pairings to create immediate visual interest
- Kept the design simple so the concept stayed front and center
- Built a flexible system that allowed for quick variations across campaign assets
What I Focused On
- Breaking away from common industry visuals
- Creating something that would make people stop and look
- Designing a concept that could scale over time without losing consistency
Result
A bold, visually distinct direction that stood apart from typical edTech marketing and supported a campaign that ran for 6+ months, with new assets created quickly using the same core idea.