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PERSONAL ROLE:
Original concepts, copywriting, creative direction FULL TEAM CREDITS: AGENCY: BOATHOUSE MARKETING AGENCY EXECUTIVE CREATIVE DIRECTOR: MARGARET MCGOVERN ART DIRECTOR / CREATIVE DIRECTOR: MARK FLITSCH, BRITTANY MCGUIRE PRODUCER: ROGER MULHANEY ANIMATOR: TAYLOR JOHNSON |
As a new mixed-use development, Arsenal Yards needed a voice that stood out. I leaned into their off-kilter personality, like naming their food festival Stick A Fork.
While other urban villages had stronger recognition, our creative positioned Arsenal Yards in a way that sparked conversations. From quirky activations to media-specific ideas, like using a streaming-style menu for Hulu ads, we found the right balance of fun and strategic placement to make the brand memorable. |
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