TKTS by tdf, is the iconic ticket booth beneath the red steps in Times Square, offering same-day discounts of up to 50% on Broadway and Off-Broadway tickets.
Goal / Brief
The goal of the campaign was to increase awareness of the TKTS booth and position it as the go-to destination for discounted theater tickets. Aside from the logo and photography, the creative direction was open, allowing me to develop a clean, engaging campaign while staying true to the TKTS brand.
Challenges
Unlike other TDF campaigns, TKTS had very few existing brand assets to build from. I focused on creating a simple, recognizable design system that emphasized the booth's location, clear messaging, and bold typography.
What I'm Proud Of
I'm especially proud of seeing this campaign displayed in high-traffic locations such as Moynihan Train Hall and airports. It was exciting to create work for large-scale placements and see the campaign reach a broad audience.
Credits
Creative Director: Christopher Lueck
Agency: The Pekoe Group
