This was the second phase of a campaign I originally worked on as a designer, before stepping into the art director role for the refresh. I was part of the team rolling out assets for the initial media dispatch, which had a strong impact and ran successfully for over a year. When the client came back, they wanted to take things in a new direction. The original campaign focused on encouraging apprentices to speak up about mistreatment in the workplace. The refresh, however, needed to attract new apprentices into the workforce, a big shift, but we still had to make sure both campaigns felt like they belonged in the same world. We wrote a new line, and I worked with a photographer to develop a fresh suite of imagery, and visual style to get across a new emotion.
