2020 has been an unprecedented time for colleges, to say the least. In preparation for a safe return to the Manhattan campus this fall for many NYU students, faculty, and staff, my team was tasked with creating a public safety campaign that encourages feelings of mutual accountability and responsibility to keep each other safe among members of the NYU community.

Against a backdrop of gentler messaging surrounding COVID at the time, I helped come up with a concept that would speak more directly to the resiliency of the NYU community. A written manifesto pledging that resilience accompanies portraits of our community. This campaign recognizes the importance of NYU as a key part of New York City and the responsibility to not only keep our classmates and colleagues safe but our city as well.

For this campaign, I came up with the initial concept, as well as the poster designs and photography direction. I worked alongside my team to produce a set of window clings posted around NYU’s Manhattan and Brooklyn campuses, social media posts, digital screens, and a social video.

Client: New York University
Creative Directors: Deborah Broderick, Mark Courtney
Art Directors: Chris Browne, Stacey Weihe
Account Manager: Brea Bagsic
Copywriter: Nathan Healey
Photographer: Saskia Kahn
Designers: Austin Gutierrez, Lena Kourgouzov, Meghan Levine