At Artemis, we see the academy as a protected environment where this encounter can take place. A place where students are free to explore, fail, refine and try again, while working alongside the professional field. And where the creative industry does not only come to take, but also to contribute: knowledge, time, attention and engagement.

This is where real co-creation emerges. Not as a standalone project or a one-off collaboration, but as a shared ambition to educate talent that doesn’t simply follow, but innovates.

From challenge to learning experience

Amsterdam is a city in motion. Economically, socially and culturally the city has been growing for years, but that growth also brings new tensions. Crowds are increasing, waste streams are expanding, and pressure on public space continues to rise. Parks and green areas are essential for climate adaptation, mental well-being and biodiversity, yet they are increasingly under strain.

The question is therefore not only how we maintain these spaces, but how we rethink the way they are used. How do you ensure that people feel not only like users, but also co-responsible for the greenery and livability of the city?

Together with Dentsu and the Municipality of Amsterdam, we translated these societal challenges into three concrete questions. How can we activate young park visitors to take responsibility for waste and green spaces? How can we encourage visitors of overcrowded parks to also discover quieter places in the city? And how can entrepreneurs, residents and the municipality collaborate on sustainable green connections, such as those surrounding the Singelgracht?

These questions formed the starting point for an integrated educational project in which creativity, strategy and social relevance came together. Not as a theoretical exercise, but as a learning experience that challenged students to think about behavioural change, ownership and the role of creativity in the city of tomorrow.

Fully integrated into the curriculum

The project was fully integrated into the second-year curriculum and ran over a period of 16 weeks. Across three interconnected modules, students worked on one continuous challenge: from analysis and research to concept and execution.

The foundation was laid in Design Thinking & Concept Development, where students explored context, audience and societal urgency. These insights then formed the starting point for Image Concept, where ideas were translated into a clear visual strategy. Copywriting ran as a continuous layer throughout the process, sharpening the message, tone of voice and narrative.

Throughout the project, students gradually worked towards a well-founded creative concept. They were guided by experienced tutors from the creative industry, who challenged them to make choices that were not only creative, but also strategic and content-driven.

At several stages during the process, review and reflection sessions were organised, including reviews with Thijs Verheugen from Dentsu and Quirijn Verhoog from the Municipality of Amsterdam. They continuously acted as sparring partners: critical, engaged and focused on pushing the ideas further.

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