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University of Alberta AI Innovation Generator Campaign

Credits
  • Graphic Designer: Mallory Pelz
  • Creative Director/Copywriter: Marlene Miceli
  • Senior Art Director: Christy Forsythe
  • Project Manager: Danika McConnell
  • Creative Operations Manager: Cori Zufelt
Project Description

This AI innovation campaign set out to help people see the University of Alberta’s global leadership in artificial intelligence not as abstract or intimidating, but as something that meaningfully improves everyday life. It aimed to build trust and understanding by showing AI as a human-centred force for good. Grounded in audience insight, the approach focused on real stories where AI is already making a difference—in patient care, sustainable energy, food systems and more. Each story answered a simple question: how does this help people?

A unifying narrative positioned AI as a tool that expands human potential when guided with purpose, supported by clear, confident design and storytelling. The campaign launched with a two-minute hero film and extended across digital, social and out-of-home channels, all driving to a dedicated landing page. By putting people at the centre, it helped shift perception from uncertainty to possibility, strengthening trust and reinforcing the university’s leadership role in applied, responsible AI research.