The act. less is more.
the ACT, “the original college admissions test” had just made one of the boldest product decisions in its history: a shorter, smarter exam designed around what students actually need.
The problem? That story hadn’t reached their audience yet.
In a category still weighed down by legacy stress and academic perfectionism, The ACT needed to cut through with clarity and confidence, and reposition itself as the student-first alternative in a market full of anxiety.
the Brief:
Create a national campaign that feels fresh, culturally relevant, and human. One that reframes THE ACT as the modern, flexible choice.
the ask:
our insight:
For today’s students and families, less isn’t a compromise, it’s a breakthrough. Less time. Less pressure. More confidence. More clarity.
the work:
We developed four :60 hero films and 6 UGC videos capturing high school and family life through a new lens: what happens when the ACT isn’t something to dread, but something that works with your goals.
Each film took a specific truth; an overly supportive parent, a chill but smart friend, an overwhelmed student, and gave it a moment of humor, humanity, and honest relief.
The campaign extended across, digital video, social, banners, and streaming, all optimized for performance and shareability.
the praise:
“We are getting excellent feedback on the ads already. Someone on Meta said, and I paraphrase, ‘These ads slay!’
Thank you again for everything and your incredible dedication to these projects.”
— Shailesh Mendonca, CMO, The ACT
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.
