Rochester Institute of Technology
NYC Big ThinkingRochester Institute of Technology (RIT) is a university known for its focus on technology, engineering, and applied sciences. To elevate its visibility, RIT set out to make a lasting impression by moving beyond traditional marketing.
InsightBring bold, conceptual ideas to life in New York City, blending world-class creativity with the transformative power of academia.
ChallengeCreated at Gatesman Agency
Role: Creative Director
Unleash RITchie into NYC with a bold 3D billboard campaign showcasing where a degree from RIT can take you—marking the first time a university has used this technology. The activation blends DOOH placements, QR connections, and interactive AR, allowing users to personalize their experience and engage directly with the university.
Tigers everywhere all at once
Create a confessional-style art project where anonymous insecurities are met with reassurance from RIT alumni, fostering empathy and connection. By partnering with brands, RIT can expand its reach and produce a documentary that highlights how shared experiences empower future generations.
You can't be what you don't see
Host an exclusive event at the Vessel for RIT prospects, featuring workshops, lectures, and influencer keynotes that showcase how RIT can help solve teens' challenges. Personalized invitations and a co-op hiring partner video highlight the real-world impact and career opportunities at RIT.
An Incubator for the exceptional
Ambitious students could tackle NYC’s trash problem by transforming waste into lab-grown diamonds, showcased at MoMA, Fashion Week, or auctioned at Christie’s. Proceeds would fund an environmental innovation scholarship, while a pop-up store in the Diamond District would let New Yorkers purchase their own trash, reimagined by RIT.
Diamonds from debris
Host an unforgettable EOY party for students, alumni, and co-op partners, featuring a 60+ foot holographic tiger on the Hudson and a surprise aerial performance. This viral event will bring together past, present, and future RIT community members.
Holographic Party Crasher
Inviting prospects to reimagine their childhood dreams at the Museum for the Undecided, a carnival showcasing today’s most innovative ideas and the incredible careers of RIT grads. The experience will kick off with a must-see display of alumni achievements and co-op opportunities, leading into the virtual RIT Multiversity for even more exploration.
The museum for the undecided
We’ll create a geocaching-inspired experience across NYC, with futuristic monuments celebrating RIT achievements and an orange thread highlighting alumni impacts. The adventure will culminate in a glowing skyline, with one lucky prospect winning a full scholarship.
Orange Everywhere
We explored 7 ideas, each with its own flavor, story, and style. None made it past the pitch, but that wasn’t the point. The goal was to prove the thinking had legs. And it did. Bold, smart, and built to turn heads, even if they never hit the streets.
Result
