Northwest Florida State College
Look At Me Now
Challenge
Northwest Florida State College (NWFSC) received a grant with one ambitious requirement: double enrollment in health sciences programs over ten years. To unlock the funding and meet growing healthcare workforce demand, NWFSC and Moore needed to develop a recruitment campaign that could fundamentally shift how prospective students viewed state college education.
Insight
The heart of the story wasn’t the programs; it was the people. Students entering NWFSC’s health sciences programs were rewriting their futures. By spotlighting real students’ journeys from today’s reality to tomorrow’s calling, the college could show the tangible, emotional transformation that education makes possible.
From aspiration to arrival–captured in one bold idea
Moore and NWFSC created “Look at Me Now,” which won a Silver Telly. Through custom photography and cinematic storytelling, each student appeared in dual frames to show who they are now and who they are becoming. Digital strategy amplified the narrative: Google Search and Demand Generation built awareness, Meta and Snapchat inspired engagement, and Connected TV extended stories into living rooms. Partnerships with local schools, military networks, and media outlets deepened community connection. What began as recruitment evolved into a movement, with students, alumni, and families sharing stories and fueling pride in local education.
Increase in Enrollment
Increase in Social Media Engagement
Increase in Website Traffic
Other Work
A Trusted, Unified Brand
Rebuilding from the inside out.
Heroes of Summer
The ultimate break spot.
Anything But Ordinary
Accelerating career readiness.