M Layne Lawson
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92Y Tribeca

Aimed to attract a younger, art and culture loving demographic, 92Y Tribeca’s flagship event space needed a visual identity that would reflect the vibrancy and diversity of their nighttime program. The “18 Nights” campaign was created to help capture their core audience and drive awareness of the institution’s vast offerings.

Project Overview

Project Overview

In late 2008, 92Y opened a new downtown performance space – 92YTribeca. Their aim was to bring together and inspire a diverse community of young people from New York City and beyond, including musicians, artists, filmmakers, performers, writers, educators, humorists, directors, speakers and many others. Located at 200 Hudson Street, 92Y Tribeca featured a performance stage with full bar for live music, comedy, theater, digital media, performance art, speakers and dance; a 72-seat movie theater and an art gallery offering rotating exhibits.

18 Nights

18 Nights

92Y Tribeca's nighttime program, entitled “18 Nights,” required a unique campaign that would attract and hold the attention of their media-saavy target market. The advertising campaign included print ads, web banners and outdoor advertising.

Media

Media

The extensive media buy gave 92Y Tribeca tremendous reach, but our chosen locations presented a few challenges. We planned on displaying wild postings in various “hot spots” which included Williamsburg, Brooklyn and the East Village. These areas are inundated with visual distractions, so the ads would need to pack visual punch. We asked ourselves what would stand out among all of the other 'noise' in the area? The answer was to go big, and very bold.

Design

Design

Across all touch points, the creative used bright color blocking, bold, white typography and impactful photography to help capture attention and communicate messaging quickly. Each 2-Up outdoor poster featured one popular performer, along with the performance date, the schedule for the rest of the month and a call to action for ticket buying. 

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Project Contributions

Project Contributions

Creative direction and design of all advertising. Art directed interior and exterior location photoshoots for marketing collateral. Advised on interior decorations of the event space. 

Agency: Mirrorball LLC.