National Arts Competition Campaign
YoungArts supports artists in ten disciplines at all stages of their artistic careers, provided they have been chosen from a national competition. For that reason, encouraging artists ages 15–18 to apply is the organization’s most important marketing campaign.
In 2016, we recognized that the campaign’s creative direction needed to change. We shifted from a print campaign featuring headshots of well-known guest artists, to a cohesive multimedia campaign highlighting past winners who would inspire and connect with our primary target audience of exceptional young artists.
The multimedia campaign communicates the multi-disciplinary nature of the program. Maximizing budget and cohesiveness, we hired filmmaker Lance Oppenheim and photographer Katherine Bollens, both recent YoungArts winners, to shoot video and print assets over the course of one day in a single location. These photographs were used to create a suite of assets, including a main image that was a composite of disciplines. Quotes from the artists’ video interviews were used in print materials to provide testimonials that underscored the impact YoungArts had on their careers.
Filmmaker Lance Oppenheim created a multi-disciplinary and discipline-specific videos to speak to diverse audiences while maintaining a cohesive style.
In 2020, plans to create a new campaign were delayed due to COVID. The solution for refreshing the creative was to hire YoungArts winners to “remix” the campaign creative in their own style, giving new life to the campaign while following our mission to support artists.
Roles
Creative Strategy
Creative Direction
Design
Motion Graphics
Video Production
Project Management
Credits
Director/Cinematographer: Lance Oppenheim
Photographer: Katherine Bollens
Producer: Isabela Dos Santos
Musical Score: Nick Chuba
Remix Artists: Cornelius Tulloch, Victoria Escobar, Lumia Nocito, Maria Fernanda Useche