Hudson Yards' Edge, the highest outdoor sky deck in the Western Hemisphere, sought to establish itself as a must-visit attraction in New York City. This campaign aimed to distinguish Edge from other observation decks by emphasizing its unique experiential offerings and compelling city views, targeting both city sightseers and locals looking to experience the city's skyline in a new, invigorating way.

With several prominent observation decks already part of New York City's iconic skyline, Edge needed to carve out a distinct identity that resonated with both tourists and residents. The challenge was to transform Edge from just another spot to view the skyline into a holistic, transformative experience that provides relief from the everyday stresses of life.

The creative strategy revolved around the concept of allowing visitors to decide how to “level up” their experience. By positioning Edge as more than just a viewing platform, the campaign highlighted its role as a space where people could confront their fears, embrace the thrill, and find joy in a unique, sensory-filled environment. This approach tapped into the human truth that people seek to relieve the discomforts of daily life and often look for new ways to explore self-discovery.

The campaign’s soundbite, “Experience YOUR Moment Here,” encapsulated this personalized and liberating experience, encouraging visitors to define what Edge meant for them—whether that was joy, relaxation, adventure, or introspection.