Editorial Leadership · Campaign Direction · Multi-Channel Creative
Senior content leadership across brand refresh and promotional campaigns for the Academy of Digital Industries, spanning video storytelling, cultural commentary and referral mechanics.
Client:
Academy of Digital Industries
Competing for attention across fast-moving social feeds required more than recurring course dates. The Academy needed a coherent editorial voice that kept daily course promotions sharp while giving seasonal and referral campaigns a memorable creative hook.
As Senior Content Manager, I directed editorial strategy across channels, originated flagship campaign concepts (Never Have I Ever and Invite a Friend) and coordinated copywriters, designers and video production from brief to publication.
Education brands operate on two speeds: weekly cohort enrolment and brand-building moments. We separated the editorial calendar into a disciplined visual system for recurring course launches and concept-led productions for major cultural and promotional windows.
For International Women's Day, we adapted the Never Have I Ever prompt format into an unscripted film and portrait series about women navigating career expectations. For student referrals, we used iconic pop-culture duos to communicate a two-person tuition incentive in a single glance.
The refreshed system gave the Academy of Digital Industries a recognisable typographic and editorial standard across daily course communications while demonstrating how socially resonant video and referral concepts drive audience participation.
Rather than a single campaign, the showcase above spans three distinct editorial initiatives directed under one refreshed visual and verbal identity.
Replaced generic holiday greetings with a documentary-style video and portrait series built around the Never Have I Ever game format, addressing career stereotypes and professional independence through digital skills.
Paired recognisable cinema and pop-culture duos with sharp Georgian headlines to make a shared student tuition referral benefit immediately legible in mobile social feeds.
Updated the recurring typographic hierarchy, portrait art direction and colour discipline so high-frequency course announcements stayed distinct without losing brand recognition.
Sharing selected work across B2B gaming, technology and multi-channel brand campaigns. Connect on LinkedIn to discuss content strategy, product storytelling or creative collaboration.