Execution
The central visual featured a CGI crab interacting with Hudson River Park in unexpected ways. The crab was shown playing tennis, kayaking on the river, and walking through the park, blending humor with the park’s real activities and spaces.
The central visual featured a CGI crab interacting with Hudson River Park in unexpected ways. The crab was shown playing tennis, kayaking on the river, and walking through the park, blending humor with the park’s real activities and spaces.
To expand the narrative beyond the park, we created collaborative visuals placing the crab across other well known New York locations such as Central Park and Top of the Rock. These cross city moments helped position Hudson River Park as part of a broader New York experience.
Alongside the visual direction, I filmed and edited the campaign’s storytelling assets, ensuring a cohesive narrative across formats.
I directed the visual approach and led the creation of the campaign’s hero content. This included developing the concept for the hero CGI asset and shaping the overall look and tone of the campaign.
Impact
The campaign transformed a seasonal educational program into a shareable visual story. By combining CGI character storytelling with recognizable New York locations, Crab Around Town made Crab Week more accessible, memorable, and engaging for audiences online.
The campaign transformed a seasonal educational program into a shareable visual story. By combining CGI character storytelling with recognizable New York locations, Crab Around Town made Crab Week more accessible, memorable, and engaging for audiences online.
