Creative conception for New York Life
Dream Studio, a campaign positioned to inspire the next generation to find their passion.
As creative director, I led concept design and exploration crafting key artwork, experience ideation, and execution. Part of a multi-week sprint to pitch a variety of campaigns for New York Life’s latest scholarship and grant program.
Most scholarships live only on paper. Imagine one that lives in the real world. A physical place where possibility feels tangible and every corner offers a spark to believe bigger. It’s a space where confidence grows, where ideas take flight, and where dreams rise stronger together. Welcome to NYL’s Dream Studio.
The Dream Studio Experience
In public spaces, the DreamStudio appears like a shimmering portal to possibility. Step inside and kids enter a surreal, dreamlike world where they can chat with a friendly and inspirational AI guide about what lights them up, what their future goals are, and how they’d use the scholarship money.
As the kids speak, the AI transforms their words into a beautiful, cinematic video, capturing their vision and becoming a part of their submission alongside their essay and application details. It’s a magical, hands-on way to dream big and bring their ideas to life. Because possibilities grow stronger when we share them together.
Microsite and Social
Microsite We will also create a version of the experience that can be accessed anywhere so kids everywhere can come together to participate. When they visit online, kids will be prompted to explain their dream future—with imagery generated and added automatically (think TikTok filters and backgrounds but triggered by voice commands). The output is a submission video very similar to those created in the physical space.
The Interior Experience
When kids step inside, they enter an AI-powered studio that asks them questions about their dreams and ambitions about the future. As they answer, projections cover the walls turning their ideas into imagery. Everything is filmed and edited automatically so that when they are done, so is their submission video. Ready to be shared and empower kids all over the world.
