With a story-led approach, Practice Theory led the creative direction of the campaign, collaborating with AMOK to bring this vision to life. Using a distinctly editorial style for videos and out-of-home advertisements, we set an intimate yet aspirational tone, highlighting the real-life achievements of SP’s alumni. Snappy and eye-catching, the campaign connects potential students and their parents to the assurance that SP offers—one that fuels ambition for a fulfilling future, no matter the path taken.

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