H-FARM College launches its new campaign “How Far Will You Go?”

H-FARM College, the university institution of H-FARM, launches “How Far Will You Go?”, its new multichannel communication campaign consisting of a hero video, social content, outdoor creatives, and an interactive activation developed with Artificial Intelligence in collaboration with H-FARM College students.

The campaign aims to distinctively communicate the College’s educational promise: preparing students to continuously reinvent themselves, remain relevant in a constantly evolving market, and pursue their ambitions.

H-FARM College is the university institution of H-FARM, a venture builder founded in 2005 and recognized by the Financial Times as one of the leading startup hubs in Italy, ranking among the top three Italian organizations in the “Europe’s Leading Startup Hubs” list. The College offers university courses in Business & Management and Innovation & Technology, with a methodology that combines theory and practice, enabling students to tackle real-world challenges and access continuous opportunities for interaction and concrete growth. Companies play a key role, representing a structural and central component of the educational platform at H-FARM College.

Located within the H-FARM Campus, H-FARM College is part of a unique ecosystem in Italy where education, startups, and innovation coexist. This context is the starting point of the campaign, the physical and cultural launch platform where students experiment, challenge themselves, imagine their future, and understand how far they want to go.

In a job market where Artificial Intelligence is transforming career paths faster than institutions can adapt, H-FARM College starts from a question: how do we prepare students not for a single profession, but for a constantly changing job market that makes change a “normal” condition? From this comes the creative concept of the campaign, in which students’ perspectives transform campus spaces into expressions of their ambitions: what you see depends on how far you are willing to imagine. This is the visual translation of the College’s educational promise: to build a continuous learning and stimulation platform that helps students reach where they want to go, define their own path, even moving in directions they had not imagined. Only in this way can they face contexts that do not yet exist, learning—through the H-FARM community—the value of collaboration over competition.

“We train our students to embrace unpredictable challenges, to become entrepreneurs first and foremost of themselves, learning to be ‘game changers’ but also to adapt with agility to changing contexts. In this way, we prepare them not simply for a specific job role, but to reinvent themselves, discover skills they didn’t know they had, interpret the next role they will choose to undertake, and live uncertainty with confidence and enthusiasm,” adds Antonella Sannella, Managing Director of H-FARM College. “We wanted a campaign that integrated three key components: our educational vision, students as active protagonists—consistent with their everyday learning experience—and Artificial Intelligence, seen as a lever to stimulate creativity while reinforcing the centrality of the individual, confirming our pedagogical approach to its use.”

A central element of the project is the active role of students, involved not as passive subjects but as true protagonists of the creative process.

After defining the concept “How Far Will You Go”, which captures H-FARM College’s role as an enabler of possibilities, the production launched an internal open call across the campus: students were invited to share their interpretation of “How Far Will You Go” through texts, voice recordings, and visual references. The selected contributions helped shape the script, while their voices became the narration of the manifesto and their physical presence anchored the visual storytelling of the campaign. This approach fully reflects the College’s educational method, based on “learning by doing” and direct participation in real contexts.

The use of Artificial Intelligence was not treated as a mere visual effect, but as an integral part of the design methodology. “AI was involved in three phases: in pre-production, through a fully AI-generated pre-edit that allowed students, the team, and production to align on a shared vision; in the final editing, as a visual signature capable of transforming campus spaces into scenarios expressing ambition and possibility; and in post-production, to solve certain filming constraints while preserving the aspirational tone of the project,” comments Carlo De Togni, AI Creative Director and founder of Mondo Novo.

The result is a hybrid structure in which human presence and generative AI operate interdependently, reflecting H-FARM College’s pedagogy: technology as an instrument of human agency, not its replacement.

The campaign was developed through a joint effort between the H-FARM College team, strategic and creative consultant Massimiliano Degli Uberti, and Mondo Novo, the production partner of the project. In this process, strategy, creativity, and production worked in close synergy to develop a narrative capable of expressing the College’s educational vision, enhancing students’ active role, and integrating AI as an enabling tool in service of human expression.

In addition to social platforms, the campaign also includes an outdoor activation that highlights key data and facts supporting the impact of the College’s innovative and pervasive methodology.

Finally, the campaign comes to life through an interactive live activation designed for events and festivals, turning “How Far Will You Go?” into a personal and participatory experience. Users can take a selfie, answer the campaign’s central question, and within seconds receive via email an AI-generated visual projection of their future, transforming them into what they aspire to become. The result is a highly personal and shareable piece of content designed to spark organic conversations around the brand. The entire solution was conceived and developed by H-FARM College students, who worked side by side with the marketing team on technology, AI, operational flows, and on-field activation, turning the campaign into a true hands-on laboratory and directly observing the impact of their work:

“This experience taught me what it truly means to work in marketing: managing deadline pressure and ensuring a stable platform capable of scaling to thousands of users,” says Francesco Saltarelli, second-year student in the BA in Digital Management.

Ekaterina Murashkina, second-year student in the BSc in International Business Studies, adds: “I learned how to lead a team in real-world contexts, finding fast and agile solutions to problems without ever losing speed or execution quality.”

Early results show that the activation has already generated a +40% increase in leads compared to the target, with ROI aligned with expectations.