In anticipation of the launch of their first hotel in Northern America citizenM wanted to introduce itself to the people of NYC with its own unique tone of voice. Playing off the reputation of the area in Time Square a series of print ads were released making it clear that citizenM wanted to do things differently. Alongside this a Facebook campaign was developed allowing NYC guests to have custom profile pictures created as well as a series of street based activations that targeted some of NYC's tired cliches.
Role: Art Direction, Design
