Experiential Marketing
Summer 2019 — Spring 2020
Creative Production, Storytelling
Invisible North
For my senior year at NYU, I worked as a production coordinator at the creative agency Invisible North. I helped build a variety of meaningful experiences that brought life to brands and special moments for guests. Clients included Amazon, Netflix, UberEats, Spotify, LinkedIn and many more. Here’s a collection of my favorite projects that I worked on.
Skills Demonstrated:
- Relationship building and management
- Collaboration and communication with a variety of disciplines
- Efficient and calm under pressure, all while producing results
- Activation budgeting
- Visual Communication (Slide Decks, Diagrams, Charts, etc...)
Netflix: The Irishman Little Italy Takeover
To build buzz around Martin Scorsese's The Irishman, I helped build a multifaceted campaign in partnership with Netflix that brought consumers, press, industry heroes, and influencers back to the good old days. We took over Manhattan’s Little Italy, partnering with local Italian family businesses to transport consumers back to the day Jimmy Hoffa went missing. The range of immersive stunts featured the phone booths, Lincolns, newspapers, and crowd-pleasing takeaways like free cannolis, arancini, Chianti wine, fresh mozzarella & haircuts. To unlock these rewards, guests had to say the secret passphrase: "I’m a friend of Jimmy’s.
By the end of the Takeover, we distributed 36,370 items to consumers, earned the attention of millions, landed coverage on several news outlets, and won an award for best experiential and design by Adage. But, by far the most rewarding takeaway was the impact we had on the community and guests. Local owners thanked us for allowing them to relive the magic of Little Italy once again. The smiles on guests’ faces as they interacted with the mix of in-world elements was a one-of-a-kind feeling. By the end, I was proud that I brought joy and something meaningful to people.
My responsibilties: oversaw relationships with vendors and our storefront partners, managed the activation budgets on-site, collaborated with a variety of disciplines (creatives, account teams, talent, technologists, producers), work on-site making sure everything was running smoothly, and dress up as in-word actor.
Amazon Prime Video: Museum of Modern Love
In celebration of the release of Amazon Prime Video original Modern Love, I helped builtdthe Museum of Modern Love (MoML), an immersive pop-up museum featuring installations based on eight true New York love stories from the New York Times column of the same name. With four nights of evening programming featuring sneak peeks of the new series, the museum captivated over 3,200 attendees.
Interactive moments like a Real Family Tree, NYC Love Map, and photo booths encouraged guests to explore how "Love will find its truth” in the series, earning press from NYT, Entertainment Tonight, Adweek, and Newsweek.
We tapped into the guest’s emotions and vulnerabilities. I’m grateful that I was able to allow others to leave their personal mark of love.
My responsibilities: coordinate with vendors, partners, and team members, set up the installations, communicate with clients, and work on-site to make sure the event and after-parties were operating smoothly.
Spotify: Stay Scary Costume Shop
The Spotify Stay Scary Costume Shop, an immersive pop-up shop in SoHo featuring 12 different costume ideas that celebrate the iconic looks of artists, paid homage to Spotify’s Halloween playlist and artists that push the boundaries. Ahead of Halloween, the shop provided frees special-edition costumes for those that stumbled upon the store.
The activation drew a huge crowd, generated extended reach through trade and consumer press outlets, including AdWeek and Billboard, and created a meaningful experience for others. I was thrilled to combine my love for music and meaingfil moments into a single experience.
My Resonsibilities: Collaborate with technologists, artists, and account managers, execute on-site duties, manage back-of-house, help out with client deliverables, and communicate assets to clients.