Northeastern University’s thirteenth campus wasn't just a new school. It was a bet on the future of AI, built to attract the next generation of tech entrepreneurs in a state known for lobster and lumber.

The campaign we built: Maine's Next Frontier, a platform that reframed The Roux Institute and Maine itself as a launchpad for careers, startups, and upskilling teams. The brand anthem appeared as a pre-roll across YouTube and Hulu, and we used paid social strategically on LinkedIn to reach ambitious people already thinking about their next move.