Reframing Career Preparation Through Everyday Rituals
The UTM Career Centre’s Marketing team launched this awareness campaign to reposition career preparation as part of students’ everyday routines rather than a last-minute task. The creative concept draws parallels between intentional personal habits; fitness, self-care, organization, and daily rituals and career development practices such as résumé building, cover letter writing, and interview preparation.
Using raw, on-camera flash photography inspired by early-2000s editorial snapshot aesthetics, the visuals feel candid, immediate, and relatable. The tone intentionally avoids institutional messaging and instead speaks to students in a culturally fluent, lifestyle-driven way. Fully shot in campus with student models. concept development, art direction, campaign copywriting, visual direction and photography
