2023 National Arts Competition Campaign
The campaign to encourage exceptional teenage artists to apply to the YoungArts competition is the organization's most crucial marketing initiative. The challenge is to develop a visually cohesive and captivating campaign that resonates with 15–18 year-olds across 10 artistic disciplines and dozens of categories.
Leveraging the organization's new identity, a suite of dynamic and engaging print, digital, and video assets were produced that effectively communicated with target audiences, including educators, parents, and high school-aged artists.
Since a filmmaker may not necessarily relate to the image of a musician, and a ballet dancer may not necessarily see themselves in an image of a hip hop dancer, we developed a range of assets tailored to each artistic discipline and key categories, ensuring that they resonate with different artists.
Academy Award-winning filmmaker Doug Blush, musician Molly Joyce and filmmaker Sophia Mickelson, all past winners of the program, created one general video and 10 discipline-specific videos to speak to diverse audiences. The films used testimonials from recent winners with examples of their work.
Sophia Mickelson was also commissioned to create GIFS for pivotal moments during the application cycle.
