ROLE:
Creative Director
Copywriter
Graphic Designer
Musicians Institute Midjourney Ads
Through interviewing Musicians Institute students, prospective students and the Admissions team, I obtained great insight into the minds of our target market. 
For campus students, recurring themes were centered around community, collaboration, diversity, and a sense of place and purpose. For online students, themes included studying from the comfort of home, flexibility, learning new skills or improving existing skills while having a family and career.
Using Midjourney, I was able to distill these themes into various ad campaigns depicting real-world scenarios.
NOTE: Look closely to see all of the edits!
IT'S ALL HERE AT MI + FIND YOUR COMMUNITY AT MI

PURPOSE:
Promote MI to Gen Z
CONCEPT: Portray community, collaboration, diversity, belonging, fun, and playfulness. For "It's All Here at MI", we're in the studio collaborating with our friends in a moment of hilarity as if someone just cracked a joke. For "Find Your Community at MI", we're standing in front of our friend crew as they exude excitement and happiness.
MONEY FOR YOUR MUSIC EDUCATION

PURPOSE:
Promote new Fall 2023 scholarship opportunities
CONCEPT: Scholarships are vague, but physical money is not. An abundance of cash raining down on students conveys an immediate sense of winning the lottery and feelings of elation and confidence knowing that financial support exists. The headline is simple, direct, and intended for quick comprehension.
PLAYTIME. ON YOUR TIME.

PURPOSE:
Promote MI ONLINE to older Millennials
CONCEPT: Portray comfort, creativity, passion and relaxation. From the doorway, we peer into the home studio of an MI Online student. The room provides a personalized learning environment perfect for those who have careers/families and want to learn on their own time. The headline is punchy and focuses on fun and flexibility.
STEP INSIDE YOUR NEW HOME

PURPOSE:
Promote MI's Virtual Open House
CONCEPT: Portray comfort, collaboration, creativity, and belonging. From the doorway, we peer into a cozy MI campus music studio. The headline invites us to step inside the studio and join our new friends/classmates.
WELCOME TO YOUR NEW HOME

PURPOSE:
Promote MI's Virtual Open House to Gen Z
CONCEPT: Convey feelings of belonging, acceptance and comfort. We are sitting amongst new friends/classmates in an on-campus studio creating music together. The headline graciously welcomes us to our new school and friend crew.
MI ONLINE

PURPOSE:
Promote MI ONLINE
CONCEPT: Portray a relaxed, intimate and comfortable bedroom environment where we can imagine ourselves practicing at home. The main color palette of oranges, pinks and purples mimics the branding of MI's website while the painterly style conveys artistry and creativity.
LET'S GET DOWN TO BUSINESS

PURPOSE:
Promote MI's Music Business program to Gen Z
CONCEPT: A young, elated vocalist is offered a record deal. We can either imagine being the business person shaking the vocalist's hand or simply witnessing the exchange. The headline is action-oriented and conjures up the Tiësto song "The Business".
YOUR G.I. BILL IS FOR YOUR PASSION

PURPOSE:
Promote MI to U.S. Veterans
CONCEPT: U.S. veterans are extremely valuable to MI but no ads targeting this demo existed. Having initiated the creation of this ad, I intended to convey a moment of passion and flow state. The headline unequivocally states that veterans should use their G.I. Bill to pursue their passion like the vet in the ad has.
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