St. George’s University is a medical school based in the Caribbean that has, to date, seen more than 1,600 Canadians graduate as doctors. To set the school apart from the competition, we tapped into our target’s drive and competitive spirit.

With a relentless pace and stark black and white aesthetic, this campaign follows a prospective doctor going from late-night study sessions to high-stress medical procedures. If she succeeds, she’ll be unstoppable.