Bermuda Tourism — Grand Central Terminal
One of One
A terminal-wide takeover that made New Yorkers realize paradise is only a short flight away.
The Challenge
Sell an island to people rushing past it.
Bermuda is where the affluent vacation — but most New Yorkers have never thought of it as an option, let alone a two-hour flight.
The brief was to build brand awareness and spark curiosity among elite travelers moving through the busiest transit hub in the country. The goal wasn't just visibility; it was FOMO. We wanted commuters to stop, register the distance between their morning platform and a pink-sand beach, and realize how short that gap actually is.
Grand Central was the stage: a captive, high-intent audience and a canvas big enough to make an island feel within reach.
The Vehicle Wrap
Five cars, swarming the blocks.
The shoot got cut for budget. The campaign didn't.
The Pivot
The Approach
Premium, on-brand, from the library we had.
A fashion-forward photo shoot was scheduled to produce hero assets — then it was canceled. We were left to build a premium campaign from the imagery already in hand.
I used AI deliberately and selectively: pushing existing assets into sharper, more fashion-forward campaign images, and generating the macro shots we never captured. To keep every detail authentic, I researched the flowers and foliage native to Bermuda, so what appeared on the walls was something you'd actually find on the island.
The rule I held to: AI only where it didn't need to build trust or depict a specific real place. Real locations stayed photographed. Everything asking the viewer to believe in a place was real.
My Role
Where the art direction landed.
Set the visual direction
Pushed the art direction past the brief — defining a look that read as elite, warm, and unmistakably Bermuda across 300 surfaces.
Curated and built the imagery
Selected hero images, wrote and refined AI prompts to extend the library, and color graded the set into one cohesive palette.
Designed the vehicle wrap
Directed the five-car wrap that carried the campaign out of the terminal and into the surrounding streets.
Mapped placement to space
Chose the location for each asset and how they worked together so the takeover read as one orchestrated moment.
Directed the team to delivery
Gave designers clear direction and prepped and submitted print-ready files to the vendor.
The Work
Selected placements
The Outcome
Curiosity, converted.
Early signals point to a high conversion rate — strong enough to suggest the takeover did exactly what it set out to do.
The campaign turned a transit corridor into a reason to look up, and look south. Full performance data is still coming in, and this case study will be updated as results are finalized.
One of one.
- Role
- Art Direction
- Client
- Bermuda Tourism
- Disciplines
- Art Direction · AI Image Direction · OOH · Print Production