The act. less is more.
Standardized testing is changing. More colleges are moving away from requiring entrance exams, and many students feel stressed or hesitant about taking them.
The ACT needed to show it was evolving, making the test shorter, simpler, and more flexible, so students could see it as the smarter, more student-friendly choice for college admissions.
the Brief:
our insight:
In a world where everything feels “extra” — extra stress, extra pressure, extra hoops to jump through — students don’t need another test that piles on. They need one that takes away the “extra”.
The shorter, enhanced ACT flips the script, proving that “less test” actually gives more. More options. More flexibility. More confidence.
Proving less is more.
our role:
We led concept, copy, production, and post for four 60-second hero films, each highlighting the benefits of the newly shortened test.
We also created twelve UGC-style videos designed to feel fun, relatable, and native to Gen Z culture on TikTok and beyond.
why it mattered:
The ACT isn’t just an admissions test. It’s a rite of passage and a decision that lives with students and families for years.
We helped the ACT speak clearly, stand confidently, and show up differently, at a time when doing less actually means doing more.
