The primary campaign position for ASU Online, "No Wrong Turns", focuses on the circuitous paths of life, and that no one's path in life is exactly the same as anyone else's. ASU Online gets that, and it has established an education platform and system that allows people to pursue their educational path from wherever life takes them. The core campaign was developed by Ogilvy, and extended by the internal creative team at Pearson.
As COVID-19 limited our ability to execute film or photo shoots, this campaign heavily utilizes user-generated photography and single-line illustrations, meant to depict the twists and turns of life.
Role: Creative Direction, Art & Animation Direction, Illustration
ASU Online "Excellence"
ASU Online "Support"
ASU Online "Innovation"
Digital ads were developed for paid channels and included static and animated assets.
The campaign was extended through every touchpoint in the student acquisition journey. The above examples depict the execution of the campaign in marketing emails.
Campaign platform and initial visual system design: Ogilvy
Additional production: Digital Brew, Tsyklon
Additional Design: Jazz Torralba, Ashley Ballard