Christie's Education Online
In October 2017, Christie’s Education launched their online courses for the first time. These courses allowed for the study of art history and the art market to become more accessible to students around the world. The first online course to launch was ‘Inside the Global Contemporary Art World’, available in English, Mandarin, and Arabic. The courses were available from within a dedicated web-based platform, providing weekly lectures enhanced with immersive video content with behind-the-scenes insight into the world’s leading auction house, and online classroom interaction with tutors.
- Branding
- Media
- Strategy
- Film
- Communications
Beautiful and easy to understand marketing campaigns, professional film production and enticing teasers.
As a new product offering, it was crucial for the marketing and communications to give ‘distance’ learners the sense that they are able to fully immerse themselves in the art world, regardless of not being physically present. As Program Lead, I was directly responsible for crafting the right messages through our various campaigns. This included email campaigns, social media, partnerships, and press, all the while remaining consistent with the Christie’s Education and Christie’s brand guidelines.
Included in the online courses were also a series of interviews with art world insiders. I worked closely with our external production company to provide creative direction and scripting for the film series.
- OrganizationChristie's Education
- IndustryArt
- RoleProgram Lead
Targeted marketing campaigns and localized content to appeal to a greater audience.
Marketing assets and teasers were created in English, Arabic, and Mandarin to appeal to our target customers. Minor adjustments were made to each item in order to make it more relevant, depending on the region being targeted.
A 10-part film series was created to accompany the online lectures.
The films featured interviews with high-profile personalities from across the global contemporary art market. Prospective interviewees were approached using a standard speaker invitation letter. In advance of filming, I created a storyline, narration script, and interview questions. Following the filming, I reviewed all footage, identified the relevant sections for the courses, and provided input on the creative direction.