This is my new york
Print poster
Client
Top of the Rock Observation Deck
Role
Art director
Description
To elevate Top of the Rock's brand recognition and compete with the Empire State Building, a campaign was developed that transcended traditional cityscape imagery.
The creative strategy centered on capturing the emotional essence of New York through striking, fashion-forward photography of people experiencing the view. This approach fostered a sense of belonging and empowerment, contrasting from the feeling of being overwhelmed by the city.
The campaign achieved significant visibility through a wide-ranging, integrated rollout across on-site banners, mass transit kiosks, digital platforms, and print publications.
Banner in Rockefeller Center
Print ad
Bus kiosk advertisement
Credits
Robyn Streisand, chief executive officer
Alexander Horwitz, strategist/writer
Lisa Toth, director of client services
Matt Hesters, project manager
The Mixx NYC, design agency
Top of the Rock, client