Dunwoody College of Technology

Art Direction, TV, Digital, Social Betty Agency, 2026

Amid policy shifts, financial pressures, and uncertainty in higher education, both students and institutions feel unsettled and pressured to adapt. Shrinking numbers in high school graduates is tightening the education-to-workforce pipeline, leaving industries struggling to find skilled talent. Our challenge was to position Dunwoody as the bridge from learning to doing, and to provide the solution for students to encourage them to be proactive and take full control of their career journeys.

Our strategy led us to create the revamped “Born to Do” campaign - celebrating Dunwoody’s hands-on, high energy learning environment where students do real work from day one - across digital and social. We focused our messaging towards new and prospective students, particularly high school seniors, a demographic that’s eager to have more autonomy over their professional lives. Whether they’re born to build, to code, to design or to solve, they can do it here. They aren’t just preparing for the future - they’re making it.

The execution led to an elevated and grand, but intimate campaign that allowed the passion of the students to shine through. The art direction utilizes a cinematic atmosphere that’s centered around the connection between the students, their work, and their collaborations with other classmates.

Client: Dunwoody College of Technology