For Staples’ first back-to-school campaign in more than a decade, we set out to reintroduce the brand as a partner in every stage of a student’s journey. As kids grow, their needs evolve — from crayons to calculators, backpacks to laptops — and Staples evolves with them.

To bring this idea to life, we crafted a seamless, cinematic “student lifecycle” sequence using a blend of practical effects and CGI. In a single continuous shop-through with her dad, our hero student ages from early childhood to young adulthood, each transition revealing the next chapter of her learning needs.

Titled Start To Smart, the campaign positions Staples as the go-to destination for every kind of learner — supporting growth, empowering potential, and supplying everything students need to succeed.