Concept and design for NYC Tourism + Conventions'
2017 Fall Off-Broadway Week advertising campaign


During my time with NYC & Company's (now NYC Tourism + Conventions) design team, I was asked to collaborate with the team's copywriter to ideate and design artwork for the season's Off-Broadway Week ad campaign. The company already had a very distinct look and feel for its vibrancy campaigns, but in an effort to avoid looking stale, they asked me to be playful and deliver something completely different. 

I was challenged to use the brand's typefaces & color palette and not lean on show photography due to legal & budgeting constraints. After honing down two concepts with my awesome teammate, it was my task to provide multiple design directions and finally deliver execution for all deliverables. 

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Irene's skills featured on this project:


Print and Digital Design
Illustration
Story-boarding
Winning Concept: Collage
Theater is an art of layers. Every stage, be it an intimate black box or a grand proscenium, begins as a blank space. Over time, it fills up with sets and props and lights and words and people and costumes—elements both tangible and symbolic, which come together to create something with a life of its own.
Like any living thing, a show evolves; no two performances are quite the same. The magic disappears as quickly as it materializes. We invite you to watch it unfold.
The multilayered magic of theater is illustrated through the juxtaposition of shapes, words, and abstracted visual cues to NYC theater. The visuals should, like theater itself, lend themselves to infinite interpretations.

Concept Two: Ticket
To enter a theater is to jump aboard a vehicle—for the next few hours, you could go anywhere. It could be another era, a different world or simply a new state of mind; every ticket comes with the promise of being transported somewhere else. Where will your ticket take you?
This concept draws a connection between the literal theater ticket (in this case, 2-for-1!) and the figurative one, wherever it may lead. Claim yours and hop aboard the ride.

Irene's skills featured on this project:

Print and Digital Design

Illustration
Story-boarding


Copy: Kate Canary
Video: Ryan Schnackenberg


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