Higher learning campaign
CAFETERIA MEDIA PRESENTS SEMILLA’S + STUDIO NEW INSTALLATION TITLED “HIGHER LEARNING.”
The Semilla and Cafeteria Media teams joined forces again to celebrate Semilla’s one year anniversary with some new additions to the +Studio aspect of the Cafe. As we enter a new season, it felt right to offer a reboot for the studio’s theme and products. From a societal perspective, Fall often feels like the start of a new chapter. We tend to revert back to our old routines, or find ourselves creating new ones.
We’re excited to announce our new +Studio campaign, Higher Learning. Inspired by the 1995 John Singleton film, Higher Learning is a forward-thinking collection that offers products encouraging focus, school spirit and a splash of wokeness. Without question, the film evokes much distress as everything related to racism through toxic masculinity is served to you on a silver platter. But Singleton’s storytelling through these themes only acknowledges how much we continue to avoid these conversations and push away what’s needed to cultivate a more equitable path forward. Singleton also sighted that the film was based on his college experiences while attending the University of Southern California.
Despite the stern messages delivered by the film, you can’t deny the collegiate nature of its cinematography and the commonalities depicted of campus life. Our approach to this campaign was led by reimagining a series of movie posters and using the setting “Columbus University” to bring us back to school. Check them out below.
Higher Learning Campaign, Poster concept 1
Higher Learning Campaign, Poster concept 2
Higher Learning Campaign, Poster concept 1. Illustration by Michael Costello.
