Alexandra PaiseDesign + Art Direction
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Project:
Defining Moments — Recruitment Campaign 2022 - 2024

Client:
Leeds Beckett University

Scope:
Art Direction
Design
Animation
Social Assets
Print

Strategy:
Leeds Beckett University

Photography:
Guy FarrowAn ongoing recruitment campaign for undergraduate study used across print, video and social channels.

The concept for the photography started with the brief. A “hero” shot was key for each student, as case profiles were needed for use across all materials. Equally, it was important to create a sense of community to represent core University values, while avoiding a contrived setup. 

The outcome was a bold and bright approach to colour across classic individual portraits. For the group photography, the shots were kept in a similar studio setup, but presented more as relaxed behind-the-scenes shots. To create a sense of familiarity, the set dressing was inspired by a typical student flat - a mismatch of pieces, from old secondhand finds to furniture you might find in IKEA, for example. 

This not only created a recognisable environment for the students to interact in, but also allowed for additional solo portraits with a slightly different tone, offering flexibility for future applications. 

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