To launch their new emotion brand campaign, Citi orchestrated a series of activations throughout New York City to connect with people on a more emotional level and help bring more joy into the everyday. What better way to do just that than by giving adults the opportunity to be a kid again and jump into a massive ball pit. During the work week, right in the middle of Times Square, we constructed a giant ball pit, including a custom prize-dispensing ATM called the “JOYTM” experienced by those brave enough to participate. Prizes ranges from free month subscriptions to Netflix to Mets tickets to Apple Watches and more.
As the lead producer on this activation, I managed everything from creative ideation to execution. I partnered closely with our experiential team to identify locations, design the ball pit (everything from exterior wrap to the color of the balls inside), determine prizes, create tickets, and man the event day-of. For social media coverage of this event, I managed four videographer/photographer teams that were on the ground capturing content, live-editing, and publishing to Citi’s Twitter, Facebook, and Instagram channels every hour. Additional PR support included a Facebook Live video hosted by Buzzfeed and a NASDAQ billboard over the on-site location where we’d stream batches of our edited video content. Day-to-day responsibilities included hosting daily pre-production meetings with clients, experiential partners, media partners, and internal teams to ensure the activation stayed true to the original creative vision, while staying on schedule and within budget parameters.
Production: Publicis | Editorial: Nice Pixels | Experiential: SoHo Experiential | Awards: Shorty Award Nominee in Branded Content Category