ART DIRECTION | SOCIAL | CAMPAIGN | DIGITAL

A global product launch

The challenge: GMAC, an association of top-tier business schools and the provider of the prestigious GMAT exam, was losing market share to competitors. They needed a high-impact, youthful product launch campaign to promote the new GMAT™ Focus Edition.

The solution: I led the creative, design, and rollout of the campaign, producing over 400 assets including web ads, social media content, infographics, videos, emailers, blogs, flyers, a study planner, and even tablecloths. These assets were then customized with regional imagery, doodles, and copy to appeal to global markets in multiple languages. This vast suite of market-tailored assets truly allowed the message to be heard globally.

The impact: The campaign quickly became a multi-award winner, with the launch video alone garnering over five million YouTube views. As a result, GMAC saw a significant increase in registrations, reclaiming its position as the market leader.

Gold – Best one-off content campaign (Corporate Content Awards)
Gold – Education marketing (Summit)
Silver – Best content campaign to assist with corporate positioning (Corporate Content)
Silver – Best one-off video campaign (Lens)
Silver – Best video as part of an integrated campaign (Lens)
Bronze – Best education (Digital Impact)