AGENCY | WUNDERMAN

ROLE | CONCEPT DEVELOPMENT, ART DIRECTION, VISUAL DESIGN, event photography

CLIENT | UNITED AIRLINES

United Airlines was looking for a social & experiential campaign to build excitement for the 2018 United Airlines NYC Half. Using the concept “Running is a Form of Art,” we targeted travelers and runners alike at our Penn Station booth and across various social media channels to draw attention to the upcoming race.

PENN STATION
INSTALLATION

As part of the NYC Half Marathon activation, we secured 3 artists (Josh Cochran, Ricardo Gonzales, Hyesu Lee) to create murals in real-time. We then leveraged these artists’ unique skill sets to entertain and engage Penn Station commuters and our followers on social with original interpretations of the NYC Half Marathon and United as a brand/partner.

Highlighted our influencer partnership with Ricardo Gonzalez (@itsaliving) on Instagram to showcase his artwork and give viewers a behind-the-scenes look at his creative process.

To celebrate our runners’ accomplishments in real-time, we created Twitter cheer cards to wish them luck before the start of the race and congratulations after crossing the finish line.

Stationed from Brooklyn to Manhattan, our on-site team captured and shared content throughout the day on Instagram. Our Instagram story focused on key moments from the race and highlighted our support and admiration for all the athletes.

SENIOR ART DIRECTOR | DARREN LEE

SENIOR COPYWRITER | KAYLEN HANN

MOTION GRAPHICS ARTIST | BENTSI BEBERASHVILI