Tin Building
Tin Building
The Tin Building is a sprawling high-end marketplace at the Seaport, conceived and curated by Jean Georges Vongerichten.
The Ask
Develop the Tin Building’s launch campaign strategy and creative concept.
The Tin Building is many things at once: fine dining, casual dining, a marketplace, and retail experiences at varying price points that take inspiration from around the world.
2x4 hired me to help translate the Tin Building’s brand identity and strategy into a launch campaign. Together, we created a colorful story that captures how dynamic and diverse the Tin Building offering is.
Strategy
Globally Inspired, Locally Sourced
A large-scale launch campaign brings together contemporary New Yorkers — actress Katie Holmes, artist Laila Gohar, model Ritchie Shazam, and entrepreneur Coltrane Curtis — to celebrate the myriad experiences of the Tin Building, the city’s newest culinary hotspot.
Action
Brand Campaign
— Partnered with the 2x4 strategy team to develop the campaign strategy and concept
— Led the talent strategy and worked with agency, Special Projects, to negotiate and secure talent
— Oversaw media strategy and recommendations
— Oversaw social strategy and launch recommendations
Design Credits: Tin Building Campaign
Studio: 2x4
Creative Director: Susan Sellers
Art Director: Sunny Chen
Design Director: Jieun Rim
Design Team: Gina Shin, Claire Shin, Remi Oni
Strategy Consultant: Menaka Iyer
Project Manager: Gala Delmont-Benatar
Photographer/Director: Suzanne Saroff
Set Designer: Matt Cullen
Food Stylist: Alison Attenborough
Producer: Mary Pratt
Talent: Katie Holmes, Laila Gohar, Richie Shazam, Coltrane Curtis with family