Look At Me Now was a major brand campaign for Birmingham City University, celebrating the achievements of its alumni and demonstrating the career opportunities made possible through vocational education. I was commissioned to create a series of striking studio portraits featuring graduates in the professional roles they now hold, from healthcare and engineering to the creative industries and business. Each portrait was designed to be cut out and used across a wide range of campaign applications, showcasing the diversity and ambition of the university's community.

Working closely with the university's creative team, I art directed and photographed every subject in the studio, carefully directing pose, expression and lighting to create confident, aspirational portraits with a consistent visual style. Each image was lit to maximise flexibility for designers, allowing the portraits to be seamlessly integrated across buses, billboards, Birmingham tram wraps, campus installations, printed prospectuses, digital advertising and wider marketing materials. The resulting campaign became a highly visible part of Birmingham City University's brand, celebrating real alumni and inspiring the next generation of students.