This campaign was about the human side of data and more importantly what you (as a teacher) can do with it. The tagline “The more you know, the more they grow” spoke directly to the teacher (you), advocating for how to get their kids to reach their potential and be lifelong learners.

Keeping the audience in mind, we wanted teachers to see their students looking back at them. Those faces had a range of expressions, races/ethnicities, and ages to speak to the diverse nature of education across the country. Far too often in education, teachers get bombarded with peppy stock photography that doesn’t represent what is in the classroom.

We brought in the accomplished photographer, Steve Bloch, to illicit the various emotions and expressions that were at the heart of the campaign. I worked with casting agencies in town and was responsible for wardrobe. On a side note, it was my pleasure to be able to work with my little from the Big Brothers Big Sisters organization to be a model for this project.

The key to the campaign was how we portrayed data as the character and personality of each student, and not the output of a computer. The design came together with an almost ethereal halo of data and information that swarmed around each of the students. It was important for the data to be unique to each student (we all learn differently) and look naturalistic.

Creative Strategy | Tyson Smith

Product Strategy | Kyle Scheaffer

Lead design | Tyson Smith, Halle Cisco

Design support | Amy Meyer

Photography | Steve Bloch

Casting and wardrobe | Tyson Smith

Copy | Tara Blaine