NY Mets x Coney Island

While concepting campaign directions for Coney Island Brewing Company's partnership with the New York Mets, I started thinking about the atmosphere surrounding Citi Field and the feeling of being at a baseball game. Ever since the 2015 Playoffs, at the end of every Mets home win, the ballpark speakers would blare New York Groove by Ace Frehley. New Yorkers were getting back into the groove of normalcy after a long pandemic and the tagline "Back in the New York Groove" evoked a feeling of excitement and triumph, whether you understood the reference or not. I worked with the Mets team photographer to capture the photos I needed to bring these ads to life.