The Master's Degree in Photography is a well-known course from Anhembi Morumbi University. But now, the university is adding a new skill to it: film lessons are offered within the course too, which has been renamed to Master's Degree in Photography and Film.

To communicate this news to the public in an outstanding way, we created a print campaign that highlights both skills in each ad: photography and film.

The beautiful B&W photograph itself reveals the skills in this area, while the "play button" in the middle of the picture (which is formed naturally when the photographer finds the perfect moment in the perfect light) reveals the filming skills.

We went even further to reinforce the importance of this course: to show that knowledge and skills are more important than the equipment itself, we shot the whole campaign with the most unpretentious equipment: a smartphone camera.

Master's Degree in Photography. And now in Film.

Anhembi Morumbi University.

Laureate International Universities.

The photography was thought from the beginning to challenge the photographers' skills: they had to do their work using only a simple smartphone camera in both low light and against the light conditions.

All these severe situations (hard light conditions and poor equipment) were created to highlight the importance of the course, where students can learn more about photography and filming advanced skills.

This way, we used Anhembi Morumbi University's own "product" (photography skills) to prove that knowledge is much more important than the equipment itself when the subject is photography.