Does Karma know Gotham the way that Manhattan's juggernaut ad shops or Dumbo's niche digital boutiques do? Perhaps not. And yet, it's what we do know—the perennial currency of smart, strategic creative—that made the difference in becoming the creative agency partner for the New York Philharmonic, on the eve of a bold new season and a new Maestro.
Concluding a competitive review with thrilling news that came like a current of energy into our shop, the New York Philharmonic selected Karma’s vision for the announcement campaign that would deliver Music Director Jaap van Zweden’s inaugural season to New York.
Known as the demanding Dutch perfectionist in tireless pursuit of great musicianship, Jaap’s announcement brought music aficionados’ New York neuroses to a fever pitch, and a frisson of excitement to the cultural world. His ambitious plans to forge a profound connection with the musicians, invigorate programming and cast a meaningful lens on the social issues of today fit the grand and global ambitions of his new hometown.
Announcing Jaap presented an opportunity to make the most of his remarkable name, and visualize the indelible imprint he will make on New York. The language of the campaign uses pattern and repetition to create an edgy, reverberant leitmotif. Geometry mimics percussion here and envelops New York’s most recognizable surfaces.
What we know—that great Maestros shape the way we see and hear the world and invite audiences to resonant experiences—inspired a memorable visual device that incarnates the quickening of the pulse that Jaap brings to the New York Phil, to New York City and to every fortunate soul who will sit under the thrall of his baton.
Currently in full production, a staged launch began with the Season Announcement in February and will continue through Spring 2019.