MASK UP NEW YORK PSA

As part of the state’s COVID-19 response, New York’s leadership repeatedly called on all residents to wear masks in public but as the weeks dragged on, exhaustion and helplessness kicked in. We needed to make a cultural statement in the era of COVID-19 that sent public health waves across the world and helped people understand the vital role of wearing a mask. We developed a PSA that shows New Yorkers creating a mask for their most beloved resident—Lady Liberty.

case study film

The film was assembled in two days, using stock footage and some clever editing.

Press

The film was featured during the Governor’s widely viewed daily press conferences and supported across the city’s social media platforms, reaching an audience of millions.