University of the Arts London
Words and pictures to stop London’s creative commuters in their tracks.
If you’ve ever been a commuter during rush hour on the London Underground network, you’ll know that it’s not only a physical assault course: it’s a visual one, too. This was the context for our brief: to create a campaign to promote the amazing range of postgraduate courses delivered by UAL. To communicate the breadth of courses available – as well as the generous funding available to successful applicants – we focused on the stunning work produced by existing MA students, curating a series of graphic, powerful studio shots of their eye-popping course work. Rather than competing with this rich imagery, our campaign messaging confined itself to single word expressions, each containing a hidden reference to the postgraduate degree qualification: MA. Our aim was to use dramatic photography and simple wordplay to stop commuters in their tracks.