Force of New

Over a year in the making, I was asked to help concept and art direct the New School largest advertising campaign to date. Though the institution is about to celebrate its centennial, defining the “new” as meaning anything other than “recent” has always been a struggle. This awareness campaign was built to take ownership of “the new,” placing it in a position that reflects the ethos of the university.
new cheerleaders advertisement

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.