THE CHALLENGE

In 2020 and 2021, UTA needed to drive online enrollment during an unprecedented shift in higher education. Then, as the world re-opened, the challenge changed. As students emerged from lockdown, the last thing many wanted was more time at home. UTA needed to reignite interest in online education and give prospective students a reason to see it differently.

THE CREATIVE STRATEGY

I didn’t reinvent UTA’s voice,

I AMPLIFIED IT.

I created a series of high-energy, unexpected stories designed to make online education feel less like staying home and more like moving forward.

Using UTA’s existing brand personality as the foundation, I amplified its voice through bold copy, humor, movement and unexpected visual storytelling, without losing the Maverick identity.

THE COPY

“Education amplified, y’all.”

“Stand out from the crowd.”

“Put on your dancing shoes because we’ve got your back, Maverick, and your future.”

EDUCATION AMPLIFIED

PACK IT UP MAVERICK

STAND OUT FROM THE CROWD

MY ROLE

Creative Strategy · Creative Direction · Concept Development · Copywriting · Scriptwriting · Integrated Campaign Development · Video Production

I developed the creative strategy, concepts and copy for the campaign, translating UTA's existing brand voice into high-energy storytelling that became the creative foundation for the broader campaign, informing digital design, web, radio and other campaign touchpoints.

THE RESULTS

300%+ ENGAGEMENT

The campaign videos surpassed 300% of the engagement benchmark, significantly outperforming other creative in the market. The work became a standout example of high-performing creative and was later featured in RFP presentations to help win new university partners.