All In NYC— A Revitalization Campaign for the City We Love

All In NYC—
The Brief

We partnered with NYC & Company to envision the city’s revitalization campaign, All in NYC—a multi-faceted visual campaign and a rallying cry to unite New Yorkers around the immutable spirit they share and the infinite experiences this city offers them.

  • Services

  • Campaign Strategy

  • Campaign Concept

  • Visual Identity

  • Art Direction

  • Motion

Our Approach

A city as timeless and iconic as New York deserves a campaign that follows suit. The design direction took cues from the city’s rich history of bold typography to create a mark and visual system that is confident, direct, and authentically NYC. 

All In NYC—

From apartment windows scattered throughout the boroughs, 24-hour everything, and wafts of Halal smoke on block corners, it wasn’t hard to recall the things we will always love about this town.

In fact, the most challenging part of this campaign was choosing just one thing to say. We hoped that the resulting tagline, photography and design system could play a role in reminding lifelong New Yorkers, first-time visitors, and everybody in between what makes this city so unique.

All in NYC Portraits

As a way of infusing storytelling into the campaign, we set out to capture portraits in celebration of the people and places that have always made NYC great. This series of videos takes an intimate look at local businesses through the eyes of New Yorkers who always show up—no matter the circumstances.

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Sylvia’s Restaurant, Harlem — Tren’ness Woods-Black (Sylvia's granddaughter and VP of Communications)

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Brooklyn Museum, Prospect Heights — Laval Bryant-Quigley (Director of Marketing)

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The Bronx Beer Hall, Belmont — The Ramirez Brothers: Anthony Ramirez II (Co-Owner), Paul Ramirez (Co-Owner)

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Louis Armstrong House Museum, Corona — Regina Bain (Executive Director)

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The Alice Austen House Museum, Rosebank — Paul Moakley (Curator and Caretaker)

All In NYC—

The Takeover

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All in NYC featured across Link screens throughout the city

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Broadway showed they were All in by donating digital marquee space to the campaign

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Restaurants across the five boroughs invited New Yorkers to go All in on NYC with dining discounts

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All in NYC featured across Link screens throughout the city

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Our campaign rolled out New York-wide, cropping up in a variety of locations and applications

Whoop—
24/7 Performance Optimization
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