.nyc
.nyc is the top-level domain only available to people living in New York City. For the brand to be successful, New Yorkers had to adopt and purchase their domains using a .nyc.
Role: Art Director
Disciplines: Strategy | Creative Direction | Art Direction | Illustration | Animation | Copywriting | Media
Strategic Insight
From life-long inhabitants to fresh transplants, every New Yorker has a story to tell.
New Yorker Stories
To tell the true story of New Yorkers, media placements featured .nyc Founders: a group of people, organizations, and businesses that purchased and launched their .nyc sites prior to general availability.
NYC Moments
Historical NYC moments told the story of the city and were brought to life through the work of NYC-based illustrator Rebecca Sloat. The moments were then deployed on social channels as a countdown to the official launch and used to create a timeline poster.
Launch Event
The official launch of .nyc was an all-day event in Flatiron Plaza. The event included a press conference, branded giveaways, performances by NYC-based talent, and street teams giving free taxi rides to New Yorkers. Wrapped taxis were moving advertisements for .nyc and provided riders with the opportunity to register their domains during the ride.
Recognition
2015 DC Ad Club Gold: Digital Advertising