The College Board is a non-profit organization that is best known for developing the SAT test. A new SAT website called for a creative digital campaign.
As part of the redesign of the SAT website, a proctor "mascot" was developed as part of the "Test Day Simulator" feature on the site. The SAT proctor was squeezed into boxes shaped like banner ads. When students interacted with an ad, the proctor sprang to life and broke out of his box. The execution required shooting original video and rich media production.
The campaign was placed on various online media, including the New York Times.