The Challenge
New York’s basketball team was deep in a finals run, and Citizens wanted to ride the energy in real time. There were just a few hard constraints: we couldn’t use the team name, the team logo or any league marks due to rights restrictions. We could only use orange and blue, the city’s rallying cry and Citizens’ own brand voice. Oh, and we only had hours to get it all done.
The Idea
The play that won Game 4 was a tip-in, a missed shot tapped home just before the buzzer. So the cheer-on spot re-enacts that exact gesture, except the copy does the tapping. A basketball clangs off the rim, and the words “Go NY, Go NY, Go!” fly in to tap the miss home. The spot lands on “New York is made for this,” tying the moment to the Citizens sponsorship platform: championing the fan journey, so they can make the most of the moments that matter.
What I Did
I concepted, wrote, designed and animated the first (“Go NY”) spot for social and digital signage in five hours. It was fully approved and live one day after the Game 4 win. The full multi-format response, which included a print voucher for a Game 5 watch party at Queens Night Market, more congratulatory social content and signage, plus championship parade merch (bag), all came together in three business days. When the city showed up, we showed up.
My Role: Concept, Copywriter, Art Director & Animator
In-Branch Digital Signage: Go NY
The day after the historic Game 4 comeback, this ran in branches throughout the city.
Social: Go NY
The day after the historic Game 4 comeback, this spot ran as an Instagram Story and TikTok Story.
Print Voucher: Go NY
This free-food voucher was distributed at a Queens Night Market Game 5 watch party.
Social: Congrats NY
After the team’s historic championship clinching win, this spot ran as an Instagram Story and a click-to-share employee advocacy post on LinkedIn.
Championship Parade Signage & Merch
In NYC branches, we displayed congratulatory digital signage, put up banners for parade attendees to sign and distributed branded bags.
Credits
Concept: Andrew Ralston Smith
CW: Andrew Ralston Smith
Art Director/Designer: Andrew Ralston Smith
Animator: Andrew Ralston Smith
