65 for the 65th
Goal: Celebrate the 65th anniversary of the Stage Directors and Choreographers Society by highlighting 65 directors and choreographers whose work inspired SDC Members and transformed the American theatre. Increase social media engagement and raise the profile of SDC and its Members.
Role: Strategic leadership, project management, graphic design, writing, and research.
Audience: SDC Membership directors and choreographers, industry leaders.
Tactics: Member nomination program including committee leadership, social media campaign on Instagram and Facebook featuring written profiles and Member stories, print publication and distribution to 2,000+ Members and industry leaders.
Impact: Increased Instagram impressions (total times content was viewed) by 346% while maintaining 4-5% engagement rate (industry average 1-3%), with 66% more total engagements (total times people actually took action), Media coverage in Playbill and Broadway World, increased Member engagement, inspiration, and solidarity.
65 for the 65th celebrated the 65th anniversary of the Stage Directors and Choreographers Society by highlighting 65 SDC Members—directors and choreographers who transformed the American theatre—in a year-long social media campaign and print publication.
65 for the 65th included a photo and brief bio of each of the selected artists along with a tribute from another SDC Member, as well as a special “Founder’s Circle” highlighting three SDC Members without whom the Union would not exist. The featured artists were among more than 500 directors and choreographers nominated by SDC’s Membership. The full list of nominees was rigorously considered by a cross-section of SDC Members, with seven rounds of voting before the final honorees were selected.
Social Media Campaign
See it on Instagram
Publication
Read the full publication
Agnes de Mille, page excerpted from 65 for the 65th.
Rachel Chavkin, page excerpted from 65 for the 65th.
FloodHelpNY Out Of Home Advertising
This OOH advertising campaign was designed for FloodHelpNY, a project of The Center for NYC Neighborhoods, and displayed on buses, New York City ferries, the Staten Island Ferry, and in ferry stations in NYC during hurricane season in 2023.
Goal: Educate NYC homeowners about flood insurance during hurricane season.
Role: Campaign lead. Led end-to-end development and execution of a hurricane season flood insurance awareness campaign, including creative concept, copywriting and graphic design, stakeholder management with grant funders, strategic placement planning, vendor coordination, and project and budget management.
Audience: NYC homeowners at risk for flooding.
Tactics: Deployed advertising placements across NYC bus routes, ferry networks and stations to capture audiences during their daily commutes, timing the campaign during hurricane season when flood risk awareness was most relevant and actionable.
Impact: Delivered critical insurance education to thousands of daily bus and ferry passengers across multiple boroughs, ensuring homeowners encountered potentially life-saving financial protection information precisely when seasonal flood risks were elevated and policy decisions most urgent. Bus ads recieved approximately 34,940,021 impressions over 3 months.
Ferry Ads
Ferry ads were placed on both the NYC ferry system and the Staten Island Ferry system, which required working with two different vendors in both shipboard posters, wall murals, and digital ads. The ads ran from July through September 2023, in hurricane season.
NYC Ferry Ads Vendor: Interstate Outdoor Advertising
Staten Island Ferry Ads Vendor: Island Adworx
Station Zippertron Ads
Zippertron Ads were displayed in the Manhattan/Whitehall ferry terminal to capture impressions during high-traffic moments when passengers were waiting for public transportation.
Vendor: Island Adworx
Bus Ads
Bus Ads were placed on routes targeted by their proximity to neighborhoods at particular risk for stormwater flooding. The ads ran for three months, from July through October, 2023.
Vendor: BillUps
Impressions: Approximately 34,940,021 over 3 months.
FloodHelpNY is funded through the New York Governor’s Office of Storm Recovery and New York Rising and FEMA through the Mayor’s Office of Climate and Environmental Justice/Housing Preservation Development.
Community Flood Action Toolkit
The Community Flood Action Toolkit was designed and distributed for FloodHelpNY, a project of The Center for NYC Neighborhoods.
Goal: Educate homeowners about the actions they can take to prepare for and mitigate the rising risk of stormwater flooding of New York City.
Role: Project management, content and graphic design, printing, distribution.
Audience: NYC homeowners in areas with a history of inland flooding.
Tactics: Translation to 6 languages, digital distribution through social media and paid advertising, targeted print distribution to community partners and libraries in the New York City, Brooklyn, and Queens public library systems.
Impact: Initial printing of 10,000 copies distributed to targeted community partners and 30 library branches in high-risk stormwater flooding areas across all five boroughs.
FloodHelpNY and the Community Flood Action Toolkit are funded through the New York Governor’s Office of Storm Recovery and New York Rising and FEMA through the Mayor’s Office of Climate and Environmental Justice/Housing Preservation Development.
Lincoln Center Restart Stages
In my role as Communications Assistant for Lincoln Center for the Performing Arts Restart Stages initiative in summer 2023, I documented over 100 performances and events in their outdoor performance spaces, sharing what I experienced with an online audience of 190k followers who were hungry to engage with the performing arts while theatres and performances spaces around New York City remained closed.
Early Americans
I shot promotional photographs and directed video content for the release of Jane Ira Bloom’s album Early Americans. Photos from this campaign have subsequently been published in x and y.
Video Producer/Editor: Joe Grifasi. Cinematographer: Jall Cowasji
