Letting art speak for itself
Columbia University School of the Arts opens a unique door to the highly competitive creative scene of New York and beyond. It's helped shape award-winning artists, from Kathryn Bigelow to James Mangold to Jennifer Lee, who now make up the University's extensive and impressive graduate network.
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.
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. This idea of artistic action was expressed through a mixture of impactful visuals taken directly from student-produced work and bold typography.
Awareness was created through ads across different social platforms, promoting the real-life art being produced at Columbia. 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.
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