New York City Public Schools

Creative I Production I AV

CLIENT

NYCPS

SERVICES

Image Campaign Production

Post Production

Content & Consumer Strategy

Creative Direction

Writing

Editing

Graphic Design

North America’s largest school system was facing three simultaneous, unprecedented challenges: Decreasing student enrollment and thus Federal funding, declining teacher recruitment, and unrest on city university campuses following the 2023 Middle East attacks. 

A social and digital media campaign was needed to individually address each crisis. Working with educators and the Chancellor, Studio City PXL was honored to partner with NYCPS on a groundbreaking campaign designed to transform perceptions, elevate the brand, foster emotional connections, and assure New Yorkers their public school system had the knowledge, strategy and capabilities to respond to each crisis.

To reach the parents of New York City’s 1 Million public school students, faculty and The City’s 8 million residents, short-form, social-ready content was written, filmed, produced and distributed by Studio City, delivered in multiple languages for display on every screen platform, from local television to social sites to subways.

Success

• NYC’s teacher recruitment team received over 13,000 applications, their highest in years.

• Spots celebrated NYCPS’s 180-year legacy as the largest and most culturally diverse school system on Earth, fiercely devoted to a unique environment of respect and understanding imbedded within the culture of NYC Public Schools. No Mid-East-related incidents on any of NYC’s 1600 campuses. 

• First-class visuals and interpersonal narratives showcased the inspirational dedication of the NYCPS faculty. Results: Re-energized community support.

• The campaign has been repeatedly praised by The Mayor’s Office of the City of New York.