When a neighbouring school became co-educational, the dynamics of the local school market changed overnight. STAHS asked us to develop a campaign to lead the narrative with potential families, clarifying the School’s positioning and beliefs.
We developed a campaign that challenges stereotypes about girls’ schools by showcasing the character and personality of students themselves. Each ad features a student’s portrait paired with words that classmates used to describe them – creating genuine, peer-to-peer storytelling that feels unforced and real.
Our photography direction emphasised intimate, close-cropped portraits with unexpected compositions that draw viewers in and feel distinctly personal. These weren’t posed school photos, but compelling visual stories that reflect each student’s individual character.
The campaign launched across multiple touchpoints including OOH locations (such as train stations, billboards, and bus backs) as well as social channels.
“We are delighted with the campaign. MCC have captured the spirit of St Albans High School for Girls so well! I’m looking forward to seeing this around town…”
Amber Waite, Principal of STAEG
