University of MN Carlson School of Management Digital Campaign

The University of Minnesota Carlson School of Management needed a new way to visualize its programs in digital/social media. They had previously been using photography of students and faculty in their creative but when COVID-19 hit they needed a new approach since none of their existing assets portrayed the “new normal” of masks and social distancing. Instead of creating a new library of COVID restriction-friendly imagery, we instead used a conceptual illustration approach that allowed the CSM to cater to specific audiences and truly speak to the benefits of enrolling at the school. The campaign featured 30 custom illustrations that spoke to 15 separate target audiences. Creative was used in display, paid social, and other print and digital creative initiatives.