What makes the top students from around the world choose where they continue their education? This is the question that was posed to us by the good folks at Carnegie Mellon University.

How do you make a university stand out in the sea of university brand anthem spots that are in circulation? We set out to explore and define a creative direction that would ignite curiosity in prospective students and trigger them to take action.

We developed “What If” from the ground up - a campaign that was so successful that it was adopted by the broader marketing departments at CMU and is now being used as a University-wide marketing initiative across print, web, social, and other channels.

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