As international borders reopened post-pandemic, RMIT University needed to reconnect with prospective international students and reposition Melbourne not simply as a study destination, but as a place to build a lifestyle and sense of belonging.
Across three campaign phases between 2020 and 2023, I led the art direction for a digital-first campaign targeting key international markets including Saudi Arabia, Indonesia and China.
International education had been heavily impacted by border closures and uncertainty, making it critical for RMIT to rebuild emotional connection and relevance with prospective students abroad.
The campaign needed to resonate across culturally diverse audiences while presenting Melbourne as vibrant, welcoming and creatively driven in a way that felt authentic rather than overly institutional.
The campaign strategy centred around showcasing the lived experience of studying in Melbourne through a more human and socially native lens. Inspired by the rise of “day-in-the-life” content formats across platforms like TikTok and Instagram, the creative approach focused on real moments, relatable storytelling and the energy of everyday student life.
Cultural insights informed the tone and storytelling approach across each market, helping ensure the work felt locally relevant while maintaining a cohesive overarching campaign identity.
I led the visual direction and campaign development across all three phases, shaping the look, feel and storytelling approach from early concepting through to production delivery.
This included storyboarding, visual planning, location sourcing and overseeing production details including styling and hair and make-up direction. On set, I worked closely with the wider creative and production teams to ensure every execution captured the warmth, diversity and aspirational lifestyle at the heart of the campaign.
The visual language was intentionally energetic, candid and socially native — designed to feel closer to creator-led content than traditional university advertising.
The campaign rolled out across social media, web, EDMs and digital advertising, creating a connected digital ecosystem tailored to prospective international students across multiple markets and platforms.
The flexible content approach allowed the campaign to scale across channels while maintaining consistency in tone, pacing and storytelling throughout the multi-year rollout.
The campaign helped re-establish emotional connection with international audiences during a pivotal moment for the education sector. By focusing on authentic student experiences and culturally relevant storytelling, the work repositioned Melbourne and RMIT as destinations defined not just by education, but by creativity, lifestyle and community.