When Hudson Yards' Edge viewing deck prepared to open, the goal was simple: build hype for something New York had never seen before.

I was assigned as lead designer for the social countdown campaign. The concept leaned into the deck's most visceral selling point, its height. A teaser countdown series placed viewers amongst the clouds they would soon be standing in, with numbers that spun and revealed glimpses of the deck as opening day approached.

I oversaw the full process, developed multiple concepts for client approval, and worked alongside animators to bring the motion to life.

The campaign contributed to a fully attended grand opening.
As the lead designer, I oversaw the process, worked alongside animators, and created various concepts to pitch to the client for approval.