Procreate
Life is Your Canvas
A campaign for Procreate, 2020
NOTE: class project (not real client work)
Client
Procreate
Year
2020
Context
During the COVID-19 pandemic, art studios, classrooms, and museums shut down forcing the arts industry to shift entirely online. While digital engagement became a lifeline, arts education struggled to adapt as creativity and connection are ingrained in shared,in-person physical spaces. College students studying fine arts and design in school were especially impacted. Remote learning, social isolation, and lost rites of passage created an unprecedented sense of anxiety and disconnection. At the same time, creativity became a critical coping mechanism, yet access to traditional art spaces felt fragmented and inaccessible. Challenge
How might Procreate help make art more accessible in a fully digital world - empowering arts students and educators to rethink how art can be taught, created, and shared? What can Procreate do to bring back a sense of optimism, control, and community for arts college students and educators navigating uncertainty without access to traditional creative spaces? Research
Anxiety, stress, and depression skyrocketed among college students during the COVID-19 pandemic.Engaging in creative outlets helps improve emotional well-being and ease anxiety. At this time, art remained largely tied to physical spaces, as arts organizations were still figuring out a way to fully transition their programming online.
Opportunity
Our research revealed a critical gap in terms of arts accessibility: as creativity moved digital, there was an opportunity for us to help teachers and students reimagine how art education, access, and community could coexist online. Additionally, also providing art students and teachers with emotional support and a sense of community through creative tools.
Insight
Creativity builds resilience. It helps people process uncertainty and disruption and imagine life beyond the present situation. When creative expression is accessible and shared, it fosters a sense of connection and restores optimism and hope, giving individuals a sense of agency in times of crisis. We believe art and creativity know no bounds- time, geography, and money. We want access to creativity to be a source of hope for all art students and educators navigating these times of uncertainty. Idea/Strategy
Life is Your Canvas is a digital first campaign that reframes creativity as a daily act of optimism. Powered by Procreate, the platform is more than just an art app - it’s a shared creative space where students can imagine their lives, express how they feel, and reconnect through art. By inviting art teachers in schools to invite their students to view their lives as evolving works of art, this campaign empowers them to create meaning one stroke, one action, at a time.