NABA needed APAC alumni content that didn't read like a brochure. We built one, then watched it get picked up as a lead source. Here's how a single story became three.
Milan Italy
800+
NABA wanted to show prospective students what actually happens after NABA, not another prospectus montage of campus shots and quotes, but a real alumni journey APAC audiences would recognise and feel. The brief called for a pilot: one story, told well enough to justify building a bigger content programme around it, and built to work as more than a single social post.
The content had to do two jobs at once, move people emotionally, and move them toward applying.
Once the film was live on owned media channel, NABA extended its reach by distributing the content through its recruiting agency as an additional channel alongside the original campaign plan. The agency's response was positive, and the content has generated qualified leads through that channel, validating the pilot's premise that one well-told story could outperform a standard recruitment asset and earn its own distribution life beyond the campaign it was built for.
Sapiens owned the campaign end to end for the APAC pilot: the idea, the film production, and getting it in front of the right audiences.
→ The angle: a personal story about a decision that turned out bigger than Big imagined. Choosing Milan is the turning point, and his life as a designer today is the proof.
→ The structure: four story pillars carry the film: the inspiration, the craft, the choice and the school. Each one adds a layer to why NABA mattered.
→ The tone: nostalgic, not glorified. Warm natural light, home and studio interiors, candid pauses and unscripted words. Viewers should feel they're looking into a real life, not watching an ad.
→ The audience lens: built for APAC families and students weighing a big step abroad. That's why it's rooted in a familiar Asian home setting and subtitled in Thai and English.
Total Impression
23K
Enquiries
"The Turning Point" was built as a one-market pilot to test whether a single, well-produced alumni story could do more than awareness work. It did: the same asset was strong enough to be picked up by NABA's recruiting agency as a lead-generation channel in its own right, turning one piece of content into a template for the next phase of NABA's APAC content programme.
Explore more of our creative work for NABA on our creative studio website.
