Copywriting | Video, Campaign

Client: Bethel University

The brief was straightforward: a 15-second and a 30-second programmatic video. What came out of it was something the client didn't know they needed. Bethel University had made a significant and genuinely bold move to reposition undergraduate tuition and bring transparency to a higher education pricing system that had grown opaque. It was a meaningful story. It just needed the right words. In writing the script, I coined the phrase "True Cost Tuition" a clean, plain-language frame for a complex institutional shift that Bethel subsequently adopted across their external communications. Sometimes a campaign delivers assets. Sometimes it delivers the language a brand carries forward. This one did both.