LUNESTA
Follow the Wings Campaign
A groundbreaking project to create a Submersive Light Show on the iconic facade of the Gansevoort Hotel in New York City.
In a close collaboration with Lunesta, Connected Productions, and Greater Than One Agency New York City, Quill & Raven spearheaded a groundbreaking project to create a submersive light show on the iconic facade of the Gansevoort Hotel in New York City. This case study highlights the strategic planning, creative execution, and remarkable results achieved through this joint venture.
Objective: The primary objective of the project was to produce a captivating light show to promote Lunesta’s pharmaceutical drug in a visually stunning and memorable way. The goal was to create a viral advertising campaign that would capture the attention of audiences and generate widespread buzz.
Solution:
Challenges: With just over 12 weeks to produce the show, the team faced tight deadlines and logistical hurdles. Coordinating graphic artists, engineers, and film producers required meticulous planning and seamless collaboration. Additionally, ensuring the safety and feasibility of projecting onto the Gansevoort Hotel’s facade posed technical challenges.
Strategy & Execution: Quill & Raven provided strategic guidance to Connected Productions, leading the graphic design team, storyboarding, and business consulting. Leveraging our expertise in creative storytelling, we collaborated closely to develop a cohesive vision. Using projection mapping, we transformed the hotel’s exterior into an immersive canvas. The narrative depicted the journey to restful sleep, showcasing Lunesta’s benefits in a visually captivating manner. Meticulous attention to detail ensured an unforgettable experience for viewers.
Results:
The submersive light show “Follow the Wings” exceeded expectations, garnering widespread acclaim and recognition. The campaign won the prestigious Web Marketing Association Advertising Competition Award for Outstanding Achievement in Internet Advertising, solidifying its status as a standout marketing initiative. Additionally, the project received extensive coverage in various publications, further amplifying its reach and impact.
The mesmerising projection debuted on the façade of the Gansevoort Hotel in New York City’s vibrant Meatpacking District. Despite minimal advertising, the event drew hundreds of attendees in the streets, thanks to the efforts of street teams and PR campaigns.
Captured by three camera crews from various angles, the projection was immortalised in a viral video, which has since garnered an impressive 306,000 views and been shared over 1000 times across social media platforms.
