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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 one of the many new mixed-use developments popping up, it was key to make Arsenal Yards stand out. I did this by doubling down on their off-kilter nature (i.e. naming their food fest Stick A Fork). ​

While other urban villages have been around longer with stronger brand recognition, my team's unique ideas explained who Arsenal Yards is in a way that will get conversations going. It was about placing fun ideas in the right spot, like leveraging a streaming-like menu when advertising on Hulu.