Carlos Matias

NYPL Doesn't Cost a Thing

Carmela Vecchione, art director Carlos Matias, copywriter The City College of New York Children have playgrounds and adults have Starbucks, but where can Gen Z go when they want to escape? The library is the only place where they can be themselves—they’re not being watched over, told what to do or getting kicked out because they didn’t order anything. Our print campaign positions the NYPL as an escapist environment where Gen Z can be themselves while getting away from their daily struggles and financial responsibilities. The campaign consists of two print executions and a partnership with the MTA where we created NYPL-branded MetroCards. Carmela Vecchione Carlos Matias Instructors: Cassondra Bazelow Caroline Monday
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