NYU Tandon: The Unconventional Engineer Ad Campaign
As part of my responsibilities at NYU Tandon, I spearheaded the creative strategy and direction of our now 3-year running campaign, The Unconventional Engineer. The campaign required design of assets and collateral across various mediums including print (bus shelter ads and annual publication), video (including airport digital screens), digital ads for social and email marketing, and web. My Art Director and I prepared several rounds of design mocks before getting a marketing team consensus around the final aesthetic approach.
The goal of the campaign… to define what a Tandon “unconventional engineer” is, and, how the work of Tandon’s engineers intersect to build a safer, healthier, more sustainable world.
Responsibilities:
CREATIVE DIRECTION & STRATEGY
Concepts
We provided several iterations of aesthetic and narrative directions for the marketing and communications team.
The final direction and composition
The final creative direction and messaging lean into the concept of academic intersections and how Tandon faculty & researchers operate at the cross-section between various disciplines of research.
Applications across various messages and mediums
From bus shelter ads to airports and print magazines. We applied the creative approach to over 15 different messaging assets.
Annual Publication
We adopted all ad collateral for Tandon’s annual “Year In Review” publication, a 52-page editorial deep dive into Tandon’s exciting research, all while keeping the theme and aesthetic consistent with the full campaign.