JUST MAKE
SAE University College
A national campaign for SAE — the next move in our rebrand that repositioned the institution from ‘Creative Media Institute’ to the future-facing SAE University College. Backed by fresh research, the brief was clear: hands-on, real-world experience. Less theory, more doing.
The direction felt like a natural fit for us: analog and raw, infused with rebellious energy.
Just Make became the rallying cry. Loud. Loose. A little unhinged — built for the new wave of disruptor creators. It ditches polish in favour of process: rough cuts, redrafts, false starts, and big swings. The visuals follow suit — high-contrast, full tilt. Monochrome backbones, jolted with neon. The whole thing feels like it was built on a bedroom floor at 2AM — layered, imperfect, moving.
Visually, we were inspired by the DIY ethos of music culture. Think punk zines, xeroxed posters, masking tape, litho grit. It’s fast and handmade and says what it needs to say. The message? Stop talking. Just Make. The proof is in the work.
The campaign hit nationally — OOH, cinema, digital, and social. At its core, a 30-second brand ad. Around it, a series of three 15-second discipline-led spots — film, music/audio, and a breakout for computer science — rolled out across the campaign timeline to keep the momentum moving.
Collaborators / Credits
Photographer Paul Liddle