Tata Consultancy Services
New York City Marathon

2018 Ad Campaign | New York City, New York

ROLE
Art Director | Karin Schroeder

RFP proposal deck layout + design (which we won!), print, digital and video advertisements for the New York Times, NYC airports, Fulton Station and the World Trade Center. Worked with creative director to provide graphic files which were then animated for final production.

STORY
TCS was in need of a partner to develop messaging and positioning to promote TCS NYC Marathon sponsorship and build awareness by telling the story of what TCS does to support clients and the community.

TCS was one of my core corporate exhibit clients and they had sponsored me to run the 2015 marathon so I was giddy to be part of this team. Not only was I well versed in both TCS corporate and TCS NYC Marathon branding… I was a runner, so you could say I was passionate about seeing this campaign cross the finish line.

Our team presented four very different headlines and graphic approaches for their campaign. We found a great visual embracing the campaign for the print ads using stock photography, but to avoid licensing issues for the motion graphic visuals we proposed drone footage of the NYC skyline which TCS would then own. The production agency provided animated footage as well as stills, which were used throughout the digital campaign. The vibrant gradient color overlay effect aligned with the TCS 50th branding creating a visually fresh, energetic campaign – inspiring both runners, the community and businesses.

TEAM
Creative Director | Rubin Carasco
Strategy | Stacey O’Connell
Account Rep | Danielle Tauber