Seize the Sky Campaign

Hudson Yards Experiences

Hudson Yards is a contemporary real estate development in Manhattan, New York. It features skyscrapers, a mall, and several unique architectural attractions. My team at MMGY Global developed a marketing campaign for Edge, an observation deck at 1,100 feet that overlooks downtown NYC.

I developed the look and feel for the Seize the Sky campaign, including moodboard, print ads, digital display, and out-of-home placements. I also art directed a photoshoot on site, despite my fear of heights! Our approach was modern and playful, letting design elements interact with the photography. We led with user-generated content (UGC) whenever possible, and framed those images with the brand’s rainbow gradient. “Seize the Sky” became a rallying cry for visitors and New Yorkers alike to truly live in the moment while taking in the best views of the city.

MMGY Global
Creative Director — Joel Henning
Assoc. Creative Director — Hayley Grieder
Sr. Copywriter — Molly Kuehling
Assoc. Art Director — Nina Williams