This is New York City

NYC & Company, the official marketing and tourism organization for the City of New York, has launched an advertising campaign promoting the five boroughs to the world. The TV advertisement, Then Ride, or This Is New York City, shows a family visiting New York City, seeing the sights of the city in live action and animation, to the sounds of Ella Fitzgerald and band peforming “Take The A Train”.

NYC Boroughs


The New York City campaign was developed at BBH, New York, by executive creative director Kevin Roddy, creative director Paul Foulkes, art director Craig Smith, copywriter Adam Reeves, head of television Bruce Wellington, producer Melissa Bemis, and group account director Andrew Nathan.

This Is Sweet NYC scene

Filming and animation were directed by Mathew Cullen and Jesus de Francisco via Motion Theory, with director of photography Marcelo Durst, producer Bernard Rahill, and executive producer Javier Jimenez.

Visual effects at Motion Theory were developed by VFX Supervisor Nick Losq, VFX producer Matt Winkel, coordinator Emily Foster, CG supervisor Andrew Romatz, 3D artists Chris Clyne, Na Song, Mike Cahill, Nathaniel Lane, Heekyung Shin, Chris Soyer, John Tumlin, Keith Yakouboff, Danny Zobrist, Vi Nguyen, David Chow, compositors Sean Deveraux, Marc Rienzo, Danny Yoon, Matt Motal, art director Mark Kudsi, designers Rob Resella, Jake Sargeant, Aaron Bjork, Krystal Chinn, Ryan Gibson, Mark Kulakoff, Miwa Matreyek, Evan Parsons, Blake Trickey, Paul Yeh, artists/illustrators Carm Goode, Ray Fenwick, Steve Harrington, Ryan Wallace, Paul Yeh, and programmer CJ Cenizal.

NYC ferry

The New York City ad was edited by Jeff Consiglio via String with assistant editor Josh Basche and producer Pat Nugent. Telecine was the responsibility of colorist Clark Mueller at Riot, LA.

Sound was engineered by Rob Fielack at Nutmeg Audio Post with executive producer Jon Adelman.

Music was the responsibility of Search Party Music, NY, supervised by Stephanie Diaz-Matos and Todd Roberts. Search Party used “Take the A Train” performed by Ella Fitzgerald because of its quintessential New York City vibe. “Ella’s exuberance in the song truly captures the energy and vitality of New York City,” said Search Party’s Music Supervisor, Stephanie Diaz-Matos. “The song is rooted in the rich and distinct musical tradition of jazz that New York City was instrumental in honing.”

In order to secure this piece of music, Search Party worked with Verve Records offering a trade to remix the ad for their successful Verve Remix 4 album. Search Party then enlisted Mint Royale, whose recent Sinatra remix, “This Town,” was featured in “Ocean’s 13.”

NYC This is just another day