Cyber Academy - UK Government

I led the creative strategy to deliver a successful program launch Upskill in Cyber, a mission-driven initiative. We partnered with the UK government and with the advice from a strategic creative agency to create this campaign. We formed a squad to go above and beyond to navigate this complex project with many stakeholders and changes in scope. I was involved from the workshops through to presenting concepts to the client. We were challenged to push to target emotional motivations behind career changers in the 2 audience segments and had to delicately target each. One of the most complex campaigns to date but one of the most rewarding when the success of the campaign became clear.