University of Birmingham is the most targeted UK university by top graduate employers (High Fliers report, The Graduate Market 2024).
Telling the stories of exceptional Birmingham alumni is a great way to illustrate this ranking. Creative Media were briefed to tell the stories of high-flying Birmingham alumni and the way their university experience shaped their careers. The Built in Birmingham campaign sent us to meet amazing graduates at the BBC, UK Space Agency, Walkers and more.
Understanding the brief
Built in Birmingham comprised of a series of video interviews and still imagery with successful graduates. We understood that the way we approached the visual would be key: balancing a personal touch with the prestige of a 125-year-old University.
We also understood that co-ordinating logistics for multiple high-profile interviews at locations across the UK would require considerable organisation.
Creating a striking visual
Our talented graphic designer Armani set out developing a visual approach that highlighted the personality of each Birmingham alum, while still lending a sense of gravitas to the imagery.
Armani crafted a clear approach for still photography: shot against a neutral backdrop, with purposeful lighting that would allow the alum profiles to pop. Well-planned shoot days ensured that behind-the-scenes imagery was also captured, useful for painting a casual portrait of the alumni.
Before each interview, our team reached out to the contributors to discuss their story and explain what was expected from the project. The interviews were conducted in naturalistic settings, ideally within the contributors’ work environments. When this wasn’t feasible, such as for the ‘Royal Palaces’ film, our in-house studio provided an ideal, neutral setting.
On the film day, we guided each contributor through a quick photoshoot to capture still photography before the interview. Filming these sessions allowed us to capture candid footage of the alumni being relaxed and authentic. This pre-interview photoshoot also acted as a warm-up, enabling the alumni to get comfortable with the interview setup and give natural answers. These authentic behind-the-scenes moments also strengthened the campaign’s documentary-style storytelling.
Showcasing University of Birmingham
The Built in Birmingham campaign successfully showcased the University of Birmingham’s position as a leader in graduate employability. By leveraging compelling alumni stories, dynamic visuals, and a cohesive identity, the campaign attracted prospective students and also reinforced the University’s standing with top employers.
