Rejuvenating the big student recruitment campaign every couple of years is a chore and a challenge—it's taking the same old (important) material that's been attracting students for years and making it fresh, appealing, and timely. The effort and, yeah, cleverness involved in updating the usual hey-look-at-our-cool-city postcard stretched my brain and also made me realize how cool our city really is if you look at it right.

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