Mid-2022, the Brand & Com department of ESCP Business School reached out to me to create variations of press ads. However, I sensed a much deeper need for change, as these ads were created pre-COVID. The image of a disembodied blue planet no longer resonated internally and failed to distinguish the school externally. After a few conversations with my client, we decided to create a whole new brand campaign that would truly embrace ESCP’s tagline: it all starts here.
Strategy
After a swift audit, I identified a clear opportunity. ESCP’s strength lies in its community — a reputation for lifelong networking beyond traditional business school circles. Thus, we decided to center the new campaign on the men and women who make up the school: alumni, professors, and students across all academic levels. We sought authentic human stories and adventures to tell ESCP’s tale. Throughout the years, we conducted multiple photo shoots paired with filming to create content for social media. Our new ambassador campaign emerged, spreading across the Financial Times, Le Parisien, Challenges, in both French and English. For each issue, we highlighted profiles and stories resonating with the readership in a tailored approach. We ensured diverse representation, using black & white photos on a white background to reduce ink usage for printing, with ecological mindfulness.
After a swift audit, I identified a clear opportunity. ESCP’s strength lies in its community — a reputation for lifelong networking beyond traditional business school circles. Thus, we decided to center the new campaign on the men and women who make up the school: alumni, professors, and students across all academic levels. We sought authentic human stories and adventures to tell ESCP’s tale. Throughout the years, we conducted multiple photo shoots paired with filming to create content for social media. Our new ambassador campaign emerged, spreading across the Financial Times, Le Parisien, Challenges, in both French and English. For each issue, we highlighted profiles and stories resonating with the readership in a tailored approach. We ensured diverse representation, using black & white photos on a white background to reduce ink usage for printing, with ecological mindfulness.
Level up
A year and a half after launching the print campaign, we decided to produce a brand film to embody the school’s values on both small and big screens. In continuation of our campaign, six characters narrate their ESCP experience in multiple languages. And a nod to our beloved community: all secondary roles are played by students and staff!
A year and a half after launching the print campaign, we decided to produce a brand film to embody the school’s values on both small and big screens. In continuation of our campaign, six characters narrate their ESCP experience in multiple languages. And a nod to our beloved community: all secondary roles are played by students and staff!
It all started 2 years ago
Beyond a simple design task, this project demanded a long-term strategic vision and the creation of a strong, identifiable graphic language, tested and optimized in real-time.
This campaign marked a pivotal moment in ESCP’s communication and brand image, showcasing what makes the school unique: its community.
Beyond a simple design task, this project demanded a long-term strategic vision and the creation of a strong, identifiable graphic language, tested and optimized in real-time.
This campaign marked a pivotal moment in ESCP’s communication and brand image, showcasing what makes the school unique: its community.
BACKSTAGE FILM
FILM TEAM
Brand : ESCP
Brand & Com directors : Maud Autrechy & Emily Olyarchuk
Creative Director : Héloïse Niord-Méry
Production Manager : Tom Maccario
Brand & Com directors : Maud Autrechy & Emily Olyarchuk
Creative Director : Héloïse Niord-Méry
Production Manager : Tom Maccario
Creative agency : V(room)
Creative team : Eli Akiki & Chloé Gantier
Director : Mathieu Rathery
Production company : Premier Cri
Creative team : Eli Akiki & Chloé Gantier
Director : Mathieu Rathery
Production company : Premier Cri
