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Columbia University School of the Arts
Letting art speak for itself.
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With a strong post-pandemic job market and an escalating cost-of-living crisis, emerging artists have begun to question the role of a creative master's programme. How can you demonstrate the true value of a graduate degree to a group that's scrutinising every return on investment? Not just by saying an MFA is worth it – but showing the 'why'. The campaign needed to speak to the university's multi-disciplinary approach to arts education; its unique ability in market to produce truly industry-ready students.
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For the next generation of artists, watching the world go by is not enough. Today's creatives want to do – and change. At Columbia, students are taught to look beyond the canvas, beyond the lens, beyond the curtains. To understand why they pick up a pen in the first place, why certain pieces just stick with them, and why every big picture has an even bigger one. We expressed this idea of artistic action through a mixture of impactful visuals taken directly from student-produced work and bold typography. A refined, clean design that dials up Columbia's position as an Ivy League and highlights the larger role of the arts in our world.
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Creating awareness through ads across different social platforms, we were able to promote the real-life art being produced at Columbia, from impactful statics to inspiring motion. Leveraging peer-to-peer formats on social media, such as Instagram Stories and YouTube, we helped build an affinity with multiple audiences looking to further their careers within the creative industries.
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