Campbellsville University set out to reach a new and underrepresented audience: homeschool students and their parents. I led creative direction for the campaign, partnering with a copy manager, copywriter, senior designer, video editor, and growth manager to craft a strategy that felt both welcoming and forward-thinking.
Together, we developed “From Homeschool to Higher Ed,” a campaign designed to meet this audience where they are—celebrating the confidence, independence, and adaptability that define homeschool learners. The creative direction emphasized warmth and belonging through a mix of authentic storytelling, approachable visuals, and values-based messaging aligned with Campbellsville’s Christian identity.
This initiative also marked Campbellsville’s first use of Reddit as an advertising channel, targeting parents in active homeschooling communities. The campaign extended across digital, video, and social placements, positioning Campbellsville as the natural next step for students ready to continue learning in an environment that feels like home.