NEW MUSEUM
Recalling 1993
The New Museum approached Droga5 to create a campaign that would drive awareness for their upcoming exhibit, NYC 1993: Experimental Jet Set, Trash and No Star—a look at the intersection of art and culture in New York City during that pivotal year. So we brought the exhibit's story to every corner of Manhattan, using one of the last remaining relics of the 90s: the pay phone. By calling from any of Manhattans 5,000 pay phones, you could hear stories from 1993 specific to that exact location, and told by some of the most famous and influential New Yorkers of the time.
What began as a billboard brief quickly became an opportunity to do something much more significant. I was part of the creative team that helped develop the idea, and continued as the primary copywriter through the duration of the project. I wrote many of the neighborhood overview scripts, provided canned scripts for some of our influential storytellers, and helped to conduct some of our interviews.
