Briefly summarize your nominated project for someone who is unfamiliar with your work. Think of this as your elevator pitch.
We partnered with Brooklyn College to help launch New York’s first public graduate school of cinema located on a working film lot (at Steiner Studios). Our stem-to-stern support spanned naming, brand positioning and identity, teaser and full admissions websites, and a dynamic digital-only campaign tuned to maximize a limited budget through precise demographic selection and re-targeting. We successfully captured the attention of an incredibly diverse, qualified pool of candidates to fill their first class.
What inspired you most to follow your dreams/vision while working on this project?
The impact the school promised to make was our leading source of inspiration. By offering a modern graduate-level film curriculum through a new public school, Feirstein was able to simultaneously lower costs and invite a broader spectrum of candidates, attracting a more diverse student body more accurately representing the emerging demographic profile of America. To ensure we delivered on that promise, we conducted audience sentiment testing throughout the process and across each phase of work, in effect continuously producing deeper insights that refocused and refined our inspiration.
When did you first know that this work was going to be something special?
When we first began testing our design at an early stage in the project, we received an overwhelming response from an extremely over-targeted and competitive market. Our click-thru rate greatly exceeded the industry standard making it immediately apparent that a publicly backed and affordable graduate film school was highly desirable and sought after. It was from a very early stage in the project that the team felt highly motivated to keep standards high and continue to deliver strong results.