How do you convince travelers to abandon their habit of driving two hours to a major hub? You make them laugh at the absurdity of it. Based on the insight that travelers often 'choose' traffic and potholes over convenience, I wrote and directed this multi-channel campaign to pivot the public toward regional flying. The Creative Insight The Concept: A comedic 'split-screen' narrative comparing two remote workers meeting their team for the first time. One arrives refreshed via ACY; the other arrives battle-worn from the highway. The "Anti-Large Airport" Strategy: Instead of just listing airport features, I focused on the pain points of the alternative—effectively weaponizing the common traveler's frustration with traffic and delays. Scope & Execution End-to-End Creation: Wrote the original script, developed the visual format, and oversaw the production for a 360-degree rollout across TV, social media, and internal airport displays. Humor as a Tool: Leveraged relatable character archetypes to make the DOT-funded messaging feel human and shareable rather than institutional. https://vimeo.com/showcase/12111035?share=copy&fl=sc&fe=fs
- Brand Strategist
- Creative Director
- Marketing Strategist