Eastern University Commercial Campaign

Creative Treatment

For online education programs, legitimacy is king. Eastern has a chance to establish this off the bat; it only strengthens both sides of the institution to associate them with each other, and we believe this campaign should aid in that connection.

By cutting between in-person and online students, viewers will understand that LifeFlex is the same quality education, just restructured to fit their lives. They'll see themselves in the people on screen, young and old, each with real barriers to attending in person. All the while paralleling their education to the on-campus experience- same staff, same programs, same degrees.

The 60-second concept (easily cut-down to shorter versions) is energetic and dramatic without being moody, blended with moments of levity that keep it playful, but not goofy. We show a student on campus thriving at traditional school, then cut to a LifeFlex student doing the same in the middle of a chaotic life.

The concept snaps back and forth. First a lecture hall full of students, then a "lecture hall"- someone listening through AirPods on their dog-walking route. Office Hours with a professor, then "Office Hours" on a video call. An exam, and then an "exam."

By the end of the ad, we’ve woven through many facets of student life on campus (legitimacy) and many examples of LifeFlex scenarios (relatability), that we are showing a unified institution that can fit any lifestyle. It ends restfully, a reminder that we’re all where we are to get the work done and get back to life.

We want to show:

Socioeconomic differences - An affordable, approachable program for a variety of life situations.

Schedule Autonomy - You build LifeFlex around your schedule.

Different working environments - This isn’t just people on laptops in coffee shops- it’s busy parents, employed young people, older people who have finally found space in their life for education, etc.

Some mentions of specific LifeFlex programs - these are real degrees and we want to show them off.