producer | storyteller | filmmaker
producer | storyteller | filmmaker
Role: As the Marketing Director, I was acting Creative Director for all aspects of this project. This included coining and trademarking the “Your Turn.” phrase, writing scripts and screenplay for all commercials, and managing other producers, photographers, and filmmakers for the project’s completion.
Challenge: An enrollment crisis plagued one of the top international schools in the world. The brand had a strong reputation, but was not connecting to millennial prospects.
Solution: Your turn campaign — A portrait & film series featuring past and present Korbel figures who have done great things — daring others to do the same.
I sketched the design of this campaign before I had officially accepted the job. In a coffee shop one day, I racked my brain on how to make the legacy of the school relevant for this generation. I wrote out a map of all the great people and ideas that were born in Korbel. But without anything more, it felt like a museum piece. How could we apply it to now? I scribbled the words “your turn.” as a way to communicate this all. The campaign was born and thus the new brand identity of the school.
Impact: “I was the Dean of the Korbel School of International Studies when we hired Anthony as our Director of Marketing. His impact on the school was immediately felt. In just a short time, he invented and mapped out the ‘your turn’ campaign, which profoundly integrated the legacy of the Korbel School in a way that spoke freshly to new audiences. The campaign was a brilliant idea and continues to reinvigorate our school culture.” — Ambassador Christopher Hill
The campaign resulted in a 256% increase in applicants to the school’s public policy degree.