Flagship experience

“Eyes of New York” campaign

This case study demonstrates how community-centered storytelling and integrated campaign strategy can transform brand introduction challenges into authentic local connections at scale.

The Scenario

After completing the 2024 brand refresh, Valley Bank had a new identity but no public presence. The recently renovated 5th Avenue flagship presented the perfect opportunity—and pressure point—for the 2025 external launch.

Project Scope: $70K | 3 months | Prime NYC flagship collaboration

The Solution

As the creative lead collaborating with an external agency on the "Eyes of New York" campaign, the space was transformed to create meaningful connections. The objective was to feature people reflective of the local customer base – diverse, ambitious, and hardworking New Yorkers and small-to-mid size business owners and professionals looking to power their own ambitions.

Community-Centered Storytelling Instead of typical bank signage, we developed a narrative where the community became the brand. The agency created AI-generated faces reflecting the neighborhood's diversity, turning anonymous banking into local storytelling. The selected faces were directed to blink and have movements to feel authentic and alive.

Synchronized Experience Design The large-scale digital signage synced with content I created on the three portrait digital displays below the scrim signage, creating cohesion in branch messaging. Content rotated every 15 seconds with strategic 5-second digital takeovers, creating a 24-hour loop that reinforced the brand. The "Eyes of NYC" teaser with embedded QR codes bridged physical curiosity to digital action.

The Story

Campaign Amplification Once the branch update was revealed, the campaign was carried through with a dedicated website landing page and social media campaign created around the "eyes" featured in the installation. The exclusive grand re-opening event for key customers generated immediate buzz, while the Retail executive was so excited about the reveal that he voluntarily shared it on his personal social accounts.

The Impact: Successfully introduced Valley Bank to NYC through authentic community storytelling, establishing the creative framework for all future brand rollouts while proving that banking could feel personal and locally connected.