target audience

A motion piece will be created to communicate the Pratt brand. The target audience would be potential students (and their families). It will be like an alternative advertising piece, focusing on the communication the Pratt brand in the most effective way. Maybe it will focus on audiences outside of the United States as well, where Pratt is not so commonly known.

Visually I would like to focus the following two parameters:
- The artistic/creative community of Pratt. According to the students, one of Pratt's positive aspects is the fact that students have the opportunity to interact with faculty and fellow students from a variety of creative disciplines. Maybe gathering sketches made from members of the Pratt community would give the final piece a more interactive, personal character.
- In terms of visual communication, what I found really interesting, both from the questionnaire but also from observation, is the contrast between the Brooklyn and the Manhattan campus. An interesting visual comment could be made about the relationship of the "old" and the "new", the "traditional" and the "modern", the "handcrafted/tactile" and the "digital".
- Generally, the Pratt brand does not invest in the qualities the school has, like history, size, alumni, status.

Finally the "New-Yorkness" of Pratt could not be ignored.