I put on my copy writer hat for this one; appropriating “It’s Go Time” from popular culture to help sell seats in the New York Jets new stadium.

When the New York Jets wanted to promote a new world of season ticket options in their new stadium, a brand study revealed that the Jets had essentially been visitors in previous venues, after 50 years the team and its fans would finally become the home team.

From there, I art directed a successful multi-channel campaign promoting opportunities for fans in the new stadium, starting with a first-of-its-kind online auction of the best seats in the house. Channels utilized included TV, new websites, print, direct mail, online ads, and guerilla events on the streets of Manhattan.