101 E. Green Street, Suite 14, Pasadena, CA 91105 (323) 481-1505
Otis College of Art & Design
DISTINC_ worked with the admissions and communications teams to create a compelling campaign that encourages accepted students and recognizes them as serious artists and designers. We crafted empowering storytelling that speaks to students—not at them—with an inherent understanding of who they are and where they’re coming from.
Not everyone is cut out for art school. It takes commitment, focus, drive, raw talent and thick skin to succeed in the arts. It’s not a hobby, or a distraction. For many students, art was never optional—it runs through their veins. That’s the empowering message of determination the new matriculates at Otis College of Art & Design (and their parents) needed to hear.
The campaign showcases real moments from life at Otis, and the resolute caliber of talent on campus. Born on the streets of LA, Otis has a certain grit and credibility, and the serious tone stays true to their roots while resonating with promising young artists
We leveraged social media to carry on the conversation with their audience, creating an Otis-specific hashtag #gotserious that encourages current and prospective students to share their work. This opened the dialogue to include peer-to-peer community enthusiasm, drastically extending the reach. The results outperformed expectations with 1/3 of total enrollees coming directly from the email campaign. Engagement was also astonishingly high with an unprecedented 50% open rate maintained over a 2-month period. But the best part of this campaign is knowing that the next great wave of artists is poised to hit right here in our city.
