Taylor Swift: Welcome to New York
We created the international "Welcome to New York" advertising campaign with Taylor Swift. The brand identity was inspired by watercolor sketches from Taylor's Instagram account, and connected with the then-emerging handwritten typography trend. Taylor’s image was going to be everywhere promoting the album, so the advertising utilized bold, typographic lyrics instead of her image. The campaign had hundreds of elements including videos in Times Square and billboards in NYC airports. The campaign has been featured in 100+ press outlets including E! News, TIME, and Billboard.
What we did:
Campaign Strategy, Art Direction & Design, Copywriting, Social Strategy, Digital Strategy, UX/UI Design, Print & Digital Ads, Video
Creative Direction: Emily Lessard
Design & Illustration: Caitlin Clingman, Jose Quinteros
Words: Sophie Roberts
Photo & Video: Kathleen Fox, Thomas Perry, Collin Ruffino