American Public University knows something every ambitious learner discovers sooner or later: your future hinges on who teaches the course. The same rule applies to brands. When APU set out to refresh its story, they needed a creative team who grade themselves on outcomes and invited Harvest to the table.
APU’s promise is straightforward: accredited programs, professors with real-world experience, and a tuition model that doesn’t crush dreams under debt. Our promise mirrors their promise - to inspire and empower the people around you.
We began where every good student starts - by listening. Dozens of Zoom interviews with graduates revealed a syllabus of grit, hustle, second chances, and reinventions. One voice leapt off the screen: AJ Fisher - Broadway performer turned Health Sciences grad who launched her own breathing-tech startup. Perfect protagonist, perfect proof.
Five days of filming in New York delivered a video-first campaign built to deliver. A long-form video for the back story. :30s and :15s for the chronically scrolling. And don’t forget still photography for every digital hallway APU owns.
22%
Jump in enrollment during the first six months for The School of Health Sciences.
Lesson learned: Pick a university with professors who walk the talk - and pick a creative partner that does the same.
