The Ask To pitch a high-energy spring marketing campaign that translated the city's evolved visual identity into multimedia advertising, and ultimately execute a massive, real-world transit takeover.

The Insight Tourism ads can easily blend into the background. To capture attention in a high-traffic, chaotic environment, the art direction needed to be incredibly bold, textured, and visually arresting.

The Idea A pitch that turned into a major activation. While the client didn't run the initial spring campaign, the work directly resulted in them asking me to design a full transit takeover for Penn Station. The final produced takeover became a major success, gaining massive visibility, driving public discussion, and earning significant press and social media buzz for the city.

Copywriter: Kelsey Westbrooke