Many New Yorkers will tell you Marathon Sunday is their favorite day of the year, and for good reason. It’s an inspiring spectacle of grit, jubilation and triumph. After years of watching from a Brooklyn sidewalk, I got to run the marathon myself in 2025, the same year I designed the Citizens sponsorship campaign. It was—it is—my quintessential NYC moment.
The campaign build encompassed the design and development of cohesive assets across social, digital, OOH, experiential, print, email, in-branch, apparel and accessories. We maintained a simple, Citizens green aesthetic and featured racing stripes as an evolution of the brand’s “journey lines,” symbolizing the bank’s enduring presence throughout life’s journey.
My Role: AD/Designer
Taxi Toppers
OOH - Subway Liveboards
The “Made for NYC moments” concept came to life on screens at the 59th Street Columbus Circle Subway Station, near the Finish Line. These screens showcased juxtapositions of everyday moments in New York City with corresponding moments related to the Marathon.
OOH - Transit Shelters & Newsstands
It was pretty surreal running past my work displayed on bus shelters located along the marathon route, and throughout the rest of the city.
Social
We made video content to generate excitement for the race. We prominently featured members of Team Citizens, as well as those cheering from the sidelines, and used a “stop-motion/gif” effect to emphasize the intensity of emotion on display. To amplify reach, we also invited our Citizens colleagues to share the videos themselves through our easy advocacy platform.
In-Branch Signage (NYC)
We displayed a slightly modified version of the Hype Video on the screens within NYC branches and installed window clings encouraging customers to send runners messages of support.
Print/Program Ads
We placed ads in the “Official Program & Runner Guide” and “The Brooklyn Paper.”
Email/NYRR Newsletter Inclusions
Landing Pages
We partnered with an external agency (Miller Zell) and advised on the design of citizensnycmoments.com, where fans could send messages of support to the runners. We also worked with the in-house web devs on the imagery and copy for citizensbank.com/runNYC, the official marathon sponsorship page on the Citizens website.
Pre-Race Expo Activation (Javits Center)
We partnered with Miller Zell to design an immersive Citizens NYC Moments experience at the Javits Center Pre-Race Expo. We made sure the build matched the rest of the campaign, which featured a digital ticker displaying messages of encouragement and support from attendees and fans.
Taxi Wraps
We offered runners a free ride in a wrapped taxi from the Javits Center Pre-Race Expo, so they could save their energy for race day. As a designer, it was a thrill to see my work in real life and on the road. As a runner, the free ride was much appreciated.
Bus Wraps
Double-decker busses wrapped in Citizens green and featuring our campaign’s racing stripes were strategically parked at the Start Line and the Citizens Cheer Zone located at Mile 12. You couldn’t miss them.
Team Citizens Apparel and Accessories
I designed the official Team Citizens singlet, bib clips and volunteer long-sleeve t-shirt featuring the racing stripes.
Finished.
I think I earned my racing stripes … and a beer or two.
Credits
AD/Designer: Andrew Ralston Smith
CW: Val Mass
Video Editor: Katie Covino
Production Designer: Jess Boudreau
Photography/Retouching: Alex Champoli
