New York Aquarium
In 2022, I was part of the creative team tasked with developing a new strategy along with the refreshed look & feel for the New York Aquarium. The goal was to boost awareness among New Yorkers and celebrate its reopening with a 360° campaign.
campaign development | art direction | production | graphic design | OOH | digital
The challenge
The New York Aquarium, the city’s only aquarium and the oldest continuously operating one in the country, is home to stunning marine life, immersive exhibits, and an award-winning shark experience.
After conducting research, we found that many New Yorkers had no knowledge of the aquarium's existence or its location.
The Solution
To put the New York Aquarium on the map, literally and in the minds of New Yorkers, we gave it a bold new identity.
By highlighting its breathtaking marine life, immersive exhibits, and award-winning experiences, we positioned it as “a whole new neighborhood waiting to be explored” - making it impossible to overlook.
The messaging
We tailored our messaging to New Yorkers based on where they were. In neighborhoods farther from Coney Island, we focused on its world-class exhibits and the unforgettable experience waiting for them. As people got closer, our ads shifted to playful reminders—hinting that they were just a short trip away.
Using striking, otherworldly imagery and location-specific cues, we made sure this world-class aquarium remained top of mind.
Art Direction
In the videos we wanted to establish a sense of place with imagery that presents the exhibits in interesting ways, borrowing from the visual styles of the city itself — introducing the aquarium as a key part of the city and the next great urban exploration destination.
Additional shots highlighting reactions and expressions of the visitors, will allow us to establish a sense of wonder, seeing guests (big and small) as they engage with their marine wildlife neighbors from the deep blue sea, all while focusing on the interesting shapes, colors, or unique behaviors and facts that add to their wonder.
Video assets
To kick off the two-year campaign, we produced a hero video showcasing all the exhibits, along with individual videos highlighting each one.
Every exhibit video featured tailored messaging, like tapping into the hustle and bustle of NYC to remind New Yorkers that their lively, unexpected neighbors are right in the heart of Brooklyn.
With the extensive footage we captured, we delivered over 20 videos in multiple formats, including 60s, 30s, 15s, and 6s cutdowns, ensuring maximum reach across platforms.
Immersive OOH
To bring the immersive experience beyond the aquarium, we repurposed video content, pulling the most captivating visuals to create striking OOH assets.
The result? A subway station that felt like an underwater world, transforming everyday commutes into a glimpse of life beneath the surface.
In the Wild
Alongside the video, we rolled out a 360° campaign showcasing the immersive exhibits. I designed billboards, posters, and other OOH placements seen throughout the city, tailoring the messaging to each location to create a more dynamic and engaging experience.
