Challenge: Riverside Prep was facing a challenge that many military model schools do: the uninformed perception that their school was only meant for boys who are interested in joining the military or who were struggling and in need of a more disciplined environment.

Solution: The campaign concept “Boys Will Be” seeks to showcase the potential within each student and redefine what boys can become. We wanted to reclaim the often-negative expression “boys will be boys” to mean something new and something positive. By adjusting its tone and replacing a word, these headlines invite prospective students and their families to discover their full potential at Riverside Prep. I developed this concept in collaboration with the creative team at Metric Marketing during my internship.

Result: Once the concept was approved by Riverside Prep, Metric Marketing ran a full digital advertising campaign based on this creative.