AGENCY | WUNDERMAN

ROLE | CONCEPT DEVELOPMENT, ART DIRECTION, VISUAL DESIGN, event photography

CLIENT | UNITED AIRLINES

United Airlines was looking to build excitement for the 2018 United Airlines NYC Half through a social and experiential campaign. Under the concept “The Art of Running,” we engaged travelers and runners at our Penn Station activation and across social media, turning the race into a celebration of the city, the runners, and the art of the run.

PENN STATION
INSTALLATION

As part of the NYC Half activation, we partnered with three artists—Josh Cochran, Ricardo Gonzales, and Hyesu Lee—to create original murals in real time. Each artist brought their unique style to the campaign, engaging Penn Station commuters and our social audience with their own interpretations of the NYC Half and United Airlines as a brand and partner.

Across social, we brought audiences behind the scenes of the artists’ creative process, giving them an inside look as the murals came to life.

To celebrate our runners’ accomplishments in real-time, we created Twitter cheer cards to wish them luck before the start of the race and congratulations after crossing the finish line.

From Brooklyn to Manhattan, our on-site team captured and shared content throughout race day, spotlighting key moments and celebrating the athletes every step of the way.

SENIOR ART DIRECTOR | DARREN LEE

SENIOR COPYWRITER | KAYLEN HANN

MOTION GRAPHICS ARTIST | BENTSI BEBERASHVILI