CIFAR Azrieli Global Scholars Campaign
Integrated Campaigns | Campaign Planning | Creative Direction | Content & Storytelling
The CIFAR Azrieli Global Scholars program supports exceptional early-career researchers from around the world. Each annual recruitment cycle focuses on selected CIFAR research programs, with outreach targeting priority countries, institutions and prospective applicants.
For the 2019–2020 recruitment cycle, the campaign needed to raise awareness of the call for applications and participating research programs, increase applications from five target countries, and build the broader profile of the Global Scholars program.
Campaign Planning
I worked closely with the Global Scholars and Communications teams to translate the program's recruitment objectives into an integrated campaign.
Together, we considered the target audiences, campaign messaging, featured researchers and communications tactics needed to reach prospective applicants. The resulting campaign combined researcher storytelling with print, digital and video content designed to work across recruitment channels.
A current Global Scholar was selected to anchor the campaign, providing an opportunity to communicate the value of the program through the experience of someone who had participated in it.
Creative Direction & Production
Working in collaboration with CIFAR's Creative Director, I helped develop the campaign concept and storyboard and led the design of the campaign's print and digital materials.
I worked closely with the photographer and videographer throughout production, briefing them on the campaign requirements, scouting photography and filming locations, and taking reference images in advance of the shoot to help establish the intended visual approach.
The resulting photography and video became the foundation for an integrated suite of campaign materials, including posters distributed across university campuses, informational postcards for events and meetings, social media creative and email assets.
The campaign introduced a bolder visual approach for the Global Scholars program while remaining connected to CIFAR's broader brand. Consistent creative and messaging across channels helped create a recognizable recruitment campaign capable of working across different audiences, locations and formats.
The Result
The campaign successfully reached qualified applicants across all five target countries while also attracting applicants from outside the priority locations.
The testimonial video represented a new storytelling approach for CIFAR, using the perspective of a Global Scholar to communicate the experience and value of the program rather than relying solely on traditional recruitment messaging. It also provided the organization with a compelling way to showcase the broader impact of the Global Scholars program.
My Role
Campaign planningCross-functional collaborationCampaign messagingResearcher and story selectionCreative concept developmentStoryboardingCreative direction and designPhotography and video directionLocation scoutingPrint and digital campaign materialsSocial media and email creativeProduction coordination
