xler8AD was retained to create a co-branding lockup and campaign tools that would allow Abu Dhabi Scholarships, an initiative of the Abu Dhabi Department of Education and Knowledge (ADEK) to market itself to Emirati students, parents and teachers.

Rather than creating a traditional lockup system and static visuals, the identity was motion-first, drawing inspiration from the infinite and organic possibilities of the scholarship students’ futures symbolised by a series of fluid films that were then image captured to create still assets as necessary.

The initiative was launched on Thanksgiving at a three-day event in Washington DC with special messages of thanks and support from parents to their scholars.

Client: Abu Dhabi Department of Education & Knowledge

Contributors: HB Experience