That’s what we knew when we rolled out this undergraduate campaign. As two schools continue their merging process, we melded characteristics of the NYU brand with a clean, modern vision that was clearly Poly. The end result was a campaign that brought home the Platinum at the MarCom Awards of 2011. This piece was a true labor of love, from conception to completion. Long hours and an insane amount of passion went into crafting this incredible viewbook and its accompanying collateral. Hinged on twists of what “You Will”do at NYU-Poly, the campaign was paid off with promises like “Shape the Future,” “Make Theories Concrete,” and “Cause an Effect,” cleverly twisted bursts that related to the page content. Through incredible teamwork with an amazing team, this has become the piece I’m most proud of.