Real people, real campuses
Featured actual students and alumni through photography and video directed around the Manhattan and Bronx campuses.
Education RECRUITMENT campaign
Metropolitan College of New York
Accelerate Your Future.
Metropolitan College of New York needed to boost student inquiries and recruitment. I created a campaign around the real, purpose-driven people who choose to go back to school.
Overview
The brief, in full.
The campaign speaks to purpose-driven people returning to school — workers, mothers and community-focused students accelerating their futures.
Along with creating the campaign, I directed photography and video around the Manhattan and Bronx campuses, featuring real students and alumni rather than casting talent.
Video assets were built as one cohesive system and cut down into 30-second local cable spots and social media posts, ensuring a cohesive voice across digital and out-of-home.
The Challenge
What needed to change.
Create an aspirational campaign making returning to school feel possible by showcasing real students and alumni, not actors, across digital and out-of-home.
The Approach
How the work moved.
Purpose over prestige
Spoke to workers, mothers and community-focused students framing going back to school as accelerating a future, not just earning a degree.
One system, many cuts
Built cohesive assets and cut them into 30-second local cable spots so the campaign read as one voice across every channel.
Outcome
The result.
The multi-year campaign gave Metropolitan College of New York a cohesive, real-people system across digital, out-of-home and local cable — a purpose-driven case for accelerating the future.
Creative DirectionConceptualizationVideo and Photography DirectionDigital and OOH Layout
Selected Work
Project gallery.
