A distinctly New York voice
Headlines including “Native New Yorker,” “Apple Mania in New York” and “It’s Always Crunch Time in New York” turned familiar New York language into a flexible campaign platform.
INTEGRATED AWARENESS CAMPAIGN
Apples from New York
Apples with Attitude.
New York grows an extraordinary variety of apples, but consumers don’t always recognize just how much of that variety comes from their own state. I created an integrated awareness campaign that gave New York-grown apples a personality as bold, colorful and unmistakable as New York itself.
Overview
A New York crop with a New York attitude.
I led the creative development of an integrated campaign designed to build awareness of the variety of apples grown throughout New York State.
Rather than treating the work as traditional agricultural advertising, we built the campaign around regional pride, using bold typography, saturated color and familiar New York language to give locally grown apples a contemporary personality.
The campaign extended across outdoor advertising and environmental placements throughout New York City, as well as a large-scale experiential activation that brought the feeling of a New York orchard directly into the city.
The Challenge
Make local feel unmissable.
New Yorkers see apples every day, but may not recognize the range of varieties grown within their own state. The challenge was to make New York provenance meaningful, memorable and culturally relevant in one of the most visually competitive markets in the world.
The Approach
From orchard to city.
Built to stand out
Bold typography, energetic color and oversized apple imagery created a high-impact visual system designed to cut through across outdoor, environmental and large-format placements.
Bringing the orchard inside
The Golden Hall activation transformed an indoor public space with full-scale artificial apple trees, autumn foliage and grower stations, creating an immersive orchard experience in the middle of New York City.
Outcome
The result.
The campaign created a distinctive, unified identity for New York-grown apples across both advertising and experiential touchpoints. Bold outdoor creative increased visibility in the region, while the Golden Hall activation brought growers and consumers together in an engaging, memorable environment.
Art DirectionConceptDesignIllustrationExperiential
Selected Work SAMPLES
Project gallery.
