The New School

WHO

Students feeling unfulfilled in their current academic path, particularly those who have natural talents and interests that don't align with their current studies.

WHAT

Visual campaign highlighting the disconnect between traditional education paths and natural talents, encouraging students to explore alternative education options at The New School that better match their innate abilities.

HOW

Created impactful visual storytelling through strategic creative execution:

- Developed juxtaposition concept featuring academic textbooks with contrasting real-life activities

- Crafted compelling headline "You may be in the wrong class" to trigger self-reflection

- Utilized visual metaphors to illustrate the mismatch between current studies and natural talents

- Integrated The New School's alternative education offerings as the solution

- Created consistent visual language across campaign materials

- FIELD PLAY app is a social/digital game initiative for The New School. As you play and learn career-specific technical skills, you can accumulate rewards that will save you money if you choose to enroll. Trade fields include: Hardware Design, Urban Design, Engineering, and more.

The campaign can successfully challenge students to reconsider their educational paths while positioning The New School as an institution that recognizes and nurtures natural talents.