One World Trade Center is one of the tallest buildings in
the world. Sitting tall at 1,776 feet, my team was tasked with rebranding One World Observatory with a focus on luxury and new amenities. Part of the rebranding included motion design and other OOH collateral.
As the Motion Designer I created animated content for social and OOH. I also art directed
and produced digital and print pieces over the multi-year long relationship.
Because text and other styling would be placed on top, one of the challenges was to add subtle motion to the skyline without it being too distracting to the main content. Set across 3 different times of day (morning, sunset, and evening).
“Elevate your Senses” was the messaging platform created for this luxe approach. The idea was that everything you experience at One World Observatory is elevated. From dining to discovery—Elevate your Senses.
Sponsored Instagram Story content was designed, and featured photography and copy that targeted each specific scene during the day. This showcased the full motion capabilities of the campaign across multiple outlets.
Digital ads were designed and shipped, as well as printed wall-wraps for in-person installation. They were deployed around John F. Kennedy airport, welcoming tourists and natives alike to New York City.
Even with delays due to the pandemic that led to the temporary closing of the observatory—we were able to fully deliver and work with the client through it. In the end, it was a rewarding experience with the work entering circulation almost immediately upon reopening.
