— 2019 —
BROOKLYN MURAL
AND AR EXPERIENCE
This project got us a gold OBIE Award in the “Non Profits & Public Service” category.
The OBIE Awards are one of the oldest and most prestigious honors for creative excellence in advertising.
The TCS New York City Marathon isn’t just about running, it’s about being moved, physically and emotionally. That’s the message behind this mural, created for our 2019 campaign: a celebration of endurance, grit, and go-hard-or-go-home spirit.
We commissioned Brooklyn artist Adam Koon to design this whimsical creative.
It's not just a pretty facade though: it comes packed with an AR experience, serving passersby with little-known facts about the race course, from the amount of hot dogs stands to the fastest borough.
NEARLY HALF A MILLION
APP DOWNLOADS
“A vibrant mural honoring the spirit of the TCS New York City Marathon adorns a concrete canvas in Brooklyn”
ON YOUR MARK.
GET SET. POSE.
The wall became a landmark for runners across the globe to stop by with their medals and strike a pose.
I scouted and art directed the artist, advocated for and managed the design of the AR component and worked closely with the marketing, creative and IT teams as well as the CEO to bring the project to completion.
The mural’s execution was done by Colossal Media, as well as the production of the video above.
A visual rollercoaster of New York City's 5 boroughs on the day of the race.
CLICK PLAY FOR FULL AR EXPERIENCE
We also used Adam’s artwork for the Marathon’s program tear-out gatefold cover, as a keepsake for the 53,000 2019 finishers.
Social Media
Countdown
100K+ impressions
We translated the mural’s festive energy to these Social Media posts, to engage and excite our runners the week before the race.
— 2018 —
Social Media
Countdown
100K + impressions, +40% engagement YOY
I created these playful illustrations to create excitement and engagement on our social channels the week leading to race day.
PROGRAM
MAGAZINE
I scouted Yoni Alter who created the art of the gatefold cover for us.
I art directed the magazine layouts and curated the photography from our photo team.
The magazine is distributed to the 55,000+ finishers of the TCS New York City Marathon.
— 2017 —
FINISHER
MEDAL
I designed the Finisher Medal, given to all the runners crossing the Finish line.
PROGRAM
MAGAZINE
We had Remko Heemskerk create the cover art for us for the 2nd year in a row. I created a new art direction for the magazine and curated the photography from our photo team.
— 2016 —
PARTICIPANT
SHIRT
I designed the participant shirt, given to the 50,000+ runners who registered for the race.
Other designs that almost made the cut:
YOUTH
RACE
Not to be left out of the party, kids and teens can participate to the Rising New York Road Runners Invitational and run a section of the Marathon course.
I created a collection of medals throughout the years to celebrate their accomplishment.
“Running is something you just do. You don’t need a goal. You don’t need a race. You don’t need the hype of the so-called fitness craze. All you need is a cheap pair of shoes and some time; the rest will follow.”
TED CORBITT
Co-founder of New York Road Runners
