CONTEXT
Back to School feels like a fresh start—almost like a second “New Year”—filled with excitement, big plans, and ambitious goals. Inspired by the burst of energy and enthusiasm that comes with each new school year, we developed our campaign concept: THIS BACK TO SCHOOL IS THE ONE. The campaign captures the spirit of setting goals and embarking on a new chapter with a playful, fresh approach.

THE BRIEF
Our objective was to create a campaign that brought these big back-to-school ambitions to life, making them feel fun and achievable.

HOW DID WE GET THERE?
For the art direction, we designed an imaginative world that transforms kids' spaces into a blank sheet of paper, as if hand-drawn by a child. To add authenticity, we incorporated visual elements that mimic a child or teenager's drawing style. These playful sketches represent key objects with quirky distortions, varied perspectives, and unique sizes. Simultaneously, we introduced real objects in the protagonist’s hands, merging their imaginative goals with the tangible reality of back-to-school season.