Citizens
CITIZENS QUEENS 10K CAMPAIGN
strategy & concept | art direction, design, and production | digital & social | vendor management
My Roles: Lead Art Director, Concept, Design, Social Design & Animation, Production, and Vendor Management
In Collaboration with Lead Copywriter: Val Maass.
Photoshoot, Video Footage, and Editing:
Greenhouse Video team: MC, Alex Champoli, and Katie Covino
Project Overview
Integrated 360° Creative Campaign (OOH, In-Branch Digital, On-Site/Festival Activations, Email Marketing, Social & Content Strategy)
The Challenge
As the title sponsor of the 2026 Citizens Queens 10K, Citizens continues to establish brand distinctiveness and deep borough-level affinity in the competitive New York Metro market. The challenge was to transform a single 10K event into a broader narrative: proving Citizens isn’t just a bank operating in NYC, but an active champion and trusted partner for every journey.
The Creative Strategy
Val and I designed the visual and experiential strategy around the premise that Queens is NYC’s engine of potential: diverse, dynamic, and forward-moving. The art direction bridged the runner’s personal journey with the borough’s cultural identity, using high-energy visual touchpoints to make the race feel less like a standalone 10K and more like a landmark celebration of local community and opportunity.
Campaign Execution & Touchpoints
Out-of-Home (OOH) & Urban Takeover: Vibrant, locality-focused visuals across transit hubs and street-level placements throughout Queens and the broader NY Metro area, capturing runner momentum paired with iconic Queens motifs.
In-Branch Digital & Retail Experience: Immersive in-branch activations and digital display suites across Queens branches, inviting locals to engage with race content and event info ahead of race day.
On-Site Race Day & Festival Activation: End-to-end environmental design for the race finish line and post-race festival—featuring interactive installation spaces, community cheer zones, and branded photo moments celebrating borough pride. Most of these assets were created by a third party but approved by myself and Sponsorship.
Digital, Social & Direct Engagement: Integrated email and dynamic social campaign highlighting our support for Queens residents, runners, and supporters.
Business & Brand Impact
Market Distinction: Established Citizens as a distinct, community-firsbank in the NYC Metro area by anchoring sponsorship in local culture rather than generic logo placement.
Borough-Level Affinity: Deepened relationships with Queens residents and the NYRR endurance running community through authentic, localized storytelling.
Strategic Brand Runway: Successfully built momentum and established the design framework for Citizens’ upcoming TCS NYC Marathon campaign.
LIRR/Mets-Willets Point Station Domination
Signage spoke to both our support for the Citizens Queens 10K and Queens Night Market. Both are located in Flushing Meadows-Corona Park
Static Digital Urban Panels
Appeared above subway entrances from Manhattan to Queens
Subway Station Animated Live Boards
Click on image to view animation
Note for these two triptych boards: I arranged a photoshoot with Greenhouse photo team and Colleague talent to deliver on concept.
Flushing Queens OOH Boards: I animated in both English and Chinese
Click on image to view animation
Static OOH Billboard
In-Branch Digital Signage
Click on image to view animation
