Greece Ridge Campaign for Wilmorite
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A tired mall
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The destination to shop, dine, and play in The 585
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Appealing to Gen Z and Hypebeast mindsets
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Embrace sneaker culture and The Gen Z mindset to reposition 1.3 Million Square Feet of Retail Space.
There’s a resurgence of retail and hospitality vitality happening at the fifth largest mall in the country and more of the region’s young people need to know about it. Wilmorite hired us to develop a distinctive, new brand tone that would attract younger shoppers, diners, and entertainment seekers to The Mall at Greece Ridge.
We created broadcast work with Rochester production company Tones Studios that feels more like a music video than a commercial to meet our Gen Z audience where they are. We simplified the existing name and branding to drop the tired “mall” moniker. And a design system of assets was devised to feel like native content already a part of their social feeds and online lives.
Brand Activation:
Integrated Campaign
My Roles:
Creative Direction
Art Direction
Design
Collaborator:
Isabel Drukker (CW), Jeff Roeters (P), Jonny Capuano (Dir), David Brotzman (DP)
15 second local TV ran in the spring of 2025 to get young shoppers back to Greece Ridge.
We also made a 30 second radio spot to catch our audience in cars and when audio was their preference.
Step Up represents shopping within the campaign. This key visual was adapted to print, out-of-home, and on-premise graphics such as retail barriers.
Open Up shouts out the dining available at Greece Ridge. This key visual was adapted to print, out-of-home, and on-premise graphics such as retail barriers.
Levels Up is a nod to the entertainment and gaming options available at Greece Ridge. This key visual was adapted to print, out-of-home, and on-premise graphics such as retail barriers.
Motion assets of our "stacks" building and deconstructing were created for online, display advertising, and social media applications.
Motion assets of our "stacks" building and deconstructing were created for online, display advertising, and social media applications.
Motion assets of our "stacks" building and deconstructing were created for online, display advertising, and social media applications.