The ACT Exam
Insight: Less universities are requiring standardized tests (ACT/SAT) for applications, causing a decrease in sales. The ACT needed a breakthrough campaign to reach Gen Z.
Idea: Highlight the unique benefits of the ACT using some unusual (and memorable) spokespeople.
My role: Concept, script writing, production, casting, on-set director.
CTV/TV Campaign
WEATHERMEN FOR THE ACT
WHY: The ACT questions are less weighted than SAT questions so you can get more wrong and still do well. Like a weatherman—always getting the weather wrong yet somehow keeping their job.
EX-BOYFRIENDS FOR THE ACT
WHY: You take The ACT with a pencil and paper (SAT is only digital) which makes it easier to jump around the test, fix your mistakes, and change your answers. Kinda like an ex-boyfriend who’s always changing his answers to win you back.
SCIENTISTS FOR THE ACT
WHY: The ACT is the only college admission test with a science section and sciences are the top majors of Ivy League schools. So, it’s only natural that a scientist would step in to be a spokesperson for us.
MOMS FOR THE ACT
WHY: Moms love that The ACT is an exam that works for all kids, no matter how different they are. The ACT is well-suited for different types of learners (from easily-distracted students to those who love to study).
TIKTOK UGC CAMPAGIGN
As part of the campaign we also created UCG-style TikTok assets to highlight different reasons why The ACT is the better test.