CITI CUSTOM CASH CARD : THE STUDIO

Citibank // Site-specific Activation // Experiential // 2022-23

Role: Creative Direction // Art Direction

To support the launch of its new Citi Custom Cash(SM) Card, Citi asked us to come up with an engaging activation that would pikes curiosity and awareness, and drives acquisition for the product amongst our prospects and current clients. Tapping into the creator-mindset and individuality of our target demo, we designed The Studio by Citi Custom Cash Card. Activated prominently at the intersection of New York City’s bustling Soho and design-focused TriBeCa, we invited guests and passers-by to learn more about themselves and how CCCC could make their best life even better. And we gave them free reign to leave their mark on the space with the help of viral artist, David Huang. 

We worked with David to develop a black & white pattern of doodles illustrating all the reward categories featured by CCCC. Then we covered the space with the pattern inside and out. Over the course of three days, guests brought the studio to life by adding their own colorful expressions. The Discover You AR mind-map led guests to discover card benefits and create shareable moments throughout the space.