Not Another Headshot
Hult International Business School aspires to educate the next generation of entrepreneurs. Each student brings their own unique story whether it’s through their business thinking, product or idea. When tasked with the brief of student portraits, we knew immediately we wanted to break the digital landfill of endless half-smiling, crossed-armed suited business people. The Hult community is complicated, diverse and full of multifaceted characters, why not show it?
The inspiration behind the campaign came directly from Jonas, Paris and Franco—our three student features. Jonas’ love for chocolate, founding the Hult Chocolate Society to building a global network of Cacao perfectionists. Paris, a part-time illusionist, branding herself as a modern magician looking to monetise her skillset and turn her passion into her career. Franco, always searching for business ideas of tomorrow, learning to be comfortable with falling and failing to get to his next big idea.
Through a new lens, we celebrate the individuality, resilience, and creative brilliance that define the next generation of entrepreneurs emerging from Hult International Business School.
Harnessing the potency of content marketing, the campaign witnessed a 30% increase in online engagement on Instagram. The carefully curated stories of these students resonated with our diverse audience, fostering a sense of connection and community.
Our audience sought more than traditional portrayals of business professionals; they craved authenticity, diversity, and relatable stories. Our approach catered to their appetite for content that transcended stereotypes.
Moreover, our offline content distribution strategy amplified the visibility of Hult's entrepreneurial spirit. This strategic fusion of storytelling and data-driven marketing conveyed the complexity and diversity of Hult.
Client
Hult International Business School
Role
Art Director
Designer
Collaborators
Ben Kennedy
Photography
Joupin Ghamshari
