AMY FRY
Senior Art Director & Creative Lead
“If you can’t see it, you can’t be it.”
That insight from robotics engineer Eneni became the driving force behind Royal Academy of Engineering’s This Is Engineering campaign — a series of films and social content designed to help Gen Z see engineering through a more human, relatable lens.
Rather than relying on traditional stereotypes, we searched for unexpected real-life stories connected to the issues and ambitions shaping the next generation — from sustainability to technology and identity.
By blending ambitious engineering outcomes with the everyday experiences of the people behind them, the campaign made engineering feel not distant or academic, but visible, attainable and culturally relevant to a new audience.
Campaign coverage
That insight from robotics engineer Eneni became the driving force behind Royal Academy of Engineering’s This Is Engineering campaign — a series of films and social content designed to help Gen Z see engineering through a more human, relatable lens.
Rather than relying on traditional stereotypes, we searched for unexpected real-life stories connected to the issues and ambitions shaping the next generation — from sustainability to technology and identity.
By blending ambitious engineering outcomes with the everyday experiences of the people behind them, the campaign made engineering feel not distant or academic, but visible, attainable and culturally relevant to a new audience.
Campaign coverage
Instagram story promoting our two engineer films for National Engineering Day
Instagram post featuring Eneni’s story
This Is Engineering Harvey’s story | 30’
Targeted gaming adverts to engage the Gen Z audience
Advertising
Social / digital
60,000,00+ views to date
74% viewers would consider engineering - up from 33%
73% viewing students acted on it
50% engaged audience is female
84% students’ perceptions of engineering change