Client

Top of the Rock Observation Deck

Role

Art director

Description

When Top of the Rock wanted to do an aggressive advertising push and establish stronger brand recognition, one of the biggest obstacles was how to compete with the Empire State Building, a more well-known landmark with a higher viewpoint. The solution was to not make it about literally looking at buildings but what kind of feeling New York inspires in people.

We chose to not merely showcase pretty views but create an emotional response in its audience. Bold, fashion-inspired photography centering around human figures and faces were shot on-location. The messaging reinforces a sense of ownership and belonging while overlooking the city, rather be intimidated by it.

The campaign blanketed the city, physically and digitally, appearing on banners, kiosks, bus covers, cab toppers, local publication placements, travel website ad spots, and everything in between.

Credits

Robyn Streisand, chief executive officer
Alexander Horwitz, strategist/writer
Lisa Toth, director of client services
Matt Hesters, project manager
The Mixx NYC, design agency
Top of the Rock, client