Humber Polytechnic Works to Dismantle Negative Self-Talk and Pressures in Latest Film

Humber Polytechnic has unveiled its new brand platform, "The You You Knew Was In You," challenging conventional notions of self-discovery and highlighting Humber's unique approach to education that empowers students to break through barriers to realize their inner potential.

"At Humber, we believe the future version of you is already there, waiting to break free," said Tammy Sadinsky, VP marketing, communications and advancement at Humber Polytechnic. "Our new platform isn't about reinvention—it's about removing obstacles and providing the tools students need to discover their edge and become who they're meant to be."

Rooted in a profound understanding of student experiences and the stressors many feel when they look at the world today, Humber's new brand platform—developed by Broken Heart Love Affair—works to dismantle negative self-talk, stress, and external pressures.

"By creating a compassionate, empowering narrative, the platform invites students to see themselves differently: not as overwhelmed or unsure, but as emerging professionals with untapped potential," said Carly Miller, VP strategy. “It speaks directly to prospective students looking for a post-secondary experience where they can hone their hard and soft skills to liberate their professional edge.”

In partnership with PUSH Media, the integrated campaign will appear across digital platforms, television, out-of-home, campus environments, and social media. It features a visually striking 60-second film that portrays Humber students discovering their future selves. Set to an original song performed entirely by students, the film dramatizes the internal journey of self-discovery that defines the Humber experience. The powerful visual narrative was brought to life under the direction of Academy Award-winning filmmaker Joachim Back.

Anchored in Humber's mission to act as builders of brilliance by transforming potential into real-world impact, the platform represents the most significant brand evolution in Humber's history. It firmly positions the institution as a leader in polytechnic education that bridges academic learning with real-world application.

"The creative challenge was to visualise something invisible - inner potential," said Craig McIntosh, chief creative officer. "We wanted to show that transformation isn't about becoming someone else, but rather uncovering who you've always been beneath the doubts and hesitations. The film captures that moment of recognition when students see their future selves not as strangers, but as familiar faces they've known all along."

“This campaign reimagines how and where we engage audiences. We harnessed advanced AI insights to identify unexpected opportunities, ensuring we reached prospective students not only through cutting-edge digital channels but through fresh and unconventional placements as well. We’ve co-developed some groundbreaking media executions in this campaign—proving how independent media and creative agencies together, can unlock unparalleled innovation in bringing a brand platform to life.” said Kyle Verge, CEO, PUSH Media.

To experience "The You You Knew Was In You," visit humber.ca/you