LASALLE
Open House

BRIEF

The arts instituition LASALLE needed to engage and stay relevant with Gen Zs through its undergraduate recruitment campaign. In a post-Covid world, students may choose a more pragmatic pursuit due to perceived dimmer career prospects in the arts sector. How do we convince them that the pursuit of the arts with LASALLE is worth it?

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SOLUTION

My role in this pitch was to create visuals based on our creative strategy, “CREATE TO CONNECT,” a rallying cry for the next generation’s creatives to be brave about taking charge of their future aspirations.

I went with a direction that was culturally current and bold enough to stop passerbys in their tracks (or thumbs, if we are thinking digitally), all built on the concept of facets.

While this was not a winning pitch, the team and myself put an immense amount of heart work into the project and it has been one of my most fulfilling pitch experiences to date, hence its inclusion in my portfolio.