OUT-OF-HOME MARKETING

Role: Project Lead & Creative Producer

Over the past four years, I have overseen the development and execution of out-of-home marketing campaigns for The David Prize. Each year, this includes managing the placement of approximately 1,000 subway advertisements and a large-format billboard facing the Manhattan Bridge. In this role, I direct the creative process, write campaign copy, and oversee all aspects of media buying—from budget setting to year-over-year strategy refinement to improve efficiency and impact.

Each advertisement features a unique QR code, allowing me to track performance and optimize campaigns in real time. With over 30,000 QR scans to date, I've used this data to refine our media mix—eliminating underperforming placements like dollar vans and billboards in favor of higher-ROI channels like subway and digital advertising. In my first year overhauling our application strategy, these optimizations contributed to a 77.6% increase in applications.

All campaign ads are designed by Irina Koryagina, incorporating artwork created by our annual artists-in-residence: Igor Bastidas (2025), Millie von Platen (2024), Lisk Feng (2023), Leanne Gan (2022).