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 program. 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.
Letting art speak for itself
Columbia University School of the Arts
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.