New York, New York: Creating NYC Nostalgia For Broadway

Our TV commercial development for the Broadway launch of New York, New York posed a significant challenge. We were faced with a unique situation: there was only a show script, no traditional out-of-town tryout, and the cast had just been assembled.

In response to this challenge, we seized the opportunity to shape a creative vision for a musical that was still in its infancy. Our decision was to shoot everything in a single location, executing a dozen different setups.

Our primary goal? To create a commercial that encapsulated the very essence of the show itself – a story about artists with big dreams striving to make it in the greatest city in the world. In essence, it was a heartfelt love letter to both New York and Broadway.

Following the release of our commercial across various media platforms, press outlets, and social media channels, we witnessed an immediate surge in ticket sales throughout the domestic US. Moreover, our efforts drove a remarkable increase of 19,000 daily unique users to the "New York, New York" website, a substantial boost from the previous daily count of 1,000 unique users.

What's truly exciting is that the show's producers were so enamored with certain moments from our video that they decided to incorporate them into the actual live performance when it premiered on Broadway. The result? New York, New York soared to remarkable early financial success, raking in $1.5 million in sales early in its run.