Seamless

How New York Eats

The insight

New York has the best food in the world… and the most complicated way of getting it.

The idea

Connect with NYC eaters, turning ordering habits into identity. We brought Seamless back to New York by celebrating the hyper-specific dining habits of straphangers across the five boroughs.

Execution

We reintroduced Seamless with sharp, city-native copy across OOH, subway placements, and social that tapped into the humor, flavor, and culture that make New York special. The campaign lived where New Yorkers show up: on streets, in stations, and in their feeds, re-establishing Seamless as a brand that gets the city. I also developed a follow-up winter campaign concept to extend the platform into colder months.

My role

Partnered with Creative Director in the initial pitch
Wrote OOH, social, and campaign lines
Contributed to platform development and tone
Developed extension concepts to scale the idea

The work

“Don’t melt on the sidewalk” — Cortlandt Street station placement

“We have the New York Knish” — New York Knicks theme song inspired campaign line

“Keep the spark between you and your ex-neighborhood’s Thai spot going”

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