Seneca: Challenge Accepted

Forsman & Bodenfors × Seneca

A campaign presentation celebrating the ambition and achievements of Seneca graduates through authentic photography and bold editorial layouts.

(01)

Overview

During my internship at Forsman & Bodenfors, I contributed to creative development for Seneca’s “Challenge Accepted” campaign. The campaign centred on graduates’ ambitions and achievements, showing how different educational paths can lead to meaningful careers.

(02)

Roles

I supported the campaign’s creative exploration and presentation development as part of the agency team. The materials shown here present the proposed visual and storytelling directions developed collaboratively.

(03)

Process

The creative exploration considered how photography, video, and graduate conversations could bring Seneca’s message to life. Early directions used a red studio backdrop within career settings to connect the graduates to the brand. The presentation then developed a more authentic approach, featuring graduates in their own environments and using their voices to explain what drives them.

(04)

Key Decisions

Lead with graduate stories

Make individual ambitions and achievements the foundation of the campaign.

Show real career environments

Connect each story to the places where graduates work and make a difference.

Maintain brand recognition

Explore Seneca’s red as a visual link between the brand and its graduates.

Use graduates’ own voices

Propose personal interviews and shared narration to make the storytelling feel direct and authentic.

Represent different career paths

Feature graduates across disciplines to communicate the breadth of Seneca’s community.

(05)

Final Work

The project presentation brought together photography directions, video concepts, a sample script, and interview approaches. These materials outlined how the campaign could tell a cohesive story of graduate ambition across multiple formats.

The slides shown here are selected from pages 1–14 of the presentation, with Page 10 omitted. They are campaign development materials and proposed creative directions, not a produced or launched campaign.

Forsman & Bodenfors and Seneca Challenge Accepted 4.5 presentation title — Page 01 — Campaign Presentation01

Challenge Accepted campaign idea celebrating graduate ambitions — Page 02 — Campaign Idea02

Driven by Ambition posters, billboard and streetcar wrap from the previous Seneca graduate campaign — Page 03 — Previous Campaign Context03

New Grads section divider from the Seneca presentation — Page 04 — New Graduates04

Graduate profiles for Brandon Hebor, Tony Lourakis, Ashleigh Aliberti and Colin D’Mello — Page 05 — Graduate Profiles05

Challenge Accepted 4.5 brief on evolving the previous campaign with authentic storytelling — Page 06 — Campaign Brief06

Step into the world of a Seneca grad campaign statement — Page 07 — Step into a Graduate’s World07

Photography Approach section divider — Page 08 — Photography Approach08

Moodboard of editorial, authentic, curious and inspiring storytelling references — Page 09 — Early Concept: Editorial Moodboard09

Proposed photography environments for Seneca graduates with reference portraits — Page 11 — Proposed Environments10

Three red Seneca posters with layered photographs and Driven by Ambition typography — Page 12 — Developed Direction: Layout 111

Second poster layout direction for beauty, agriculture and journalism — Page 13 — Developed Direction: Layout 212

Backup red Seneca poster layouts with larger graduate portraits — Page 14 — Developed Direction: Backup Layout13