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.
The Work
Selected placements
