Force of New |

Developed over the course of a year, this became The New School’s largest advertising campaign to date. Approaching its centennial, the university faced the challenge of defining “the new” beyond simply meaning “recent.” This awareness campaign reclaimed “the new,” positioning it to embody the university’s innovative spirit and ethos. The campaign rolled out across print and digital ads, city-wide poster installations, and a dynamic microsite that integrated still images and videos to bring the message vividly to life. Leading concept and art direction, the campaign balanced complex ideas with bold visuals to capture and amplify the university’s voice.

new professor advertisement new school
out of home advertising campaign

The posters were placed as diptychs, a nod to the cross-disciplinary approach of the university and its students.

To pair with the print campaign, the team built a microsite that expanded the messaging of the posters, offering detailed stories and video that brought to images to life. Within the first week, the site had 80,000 hits, almost entirely driven by the out of home posters.

The microsite hosted a series of 20 second videos that brought the print campaign to life. These were shot by the talented Josh Rothstein, our photographer for the production.