Downtown Boston BID

The Challenge

Boston locked down hard during the pandemic, so when people were beginning to emerge in 2021, Downtown Boston BID was anxious to make sure everyone knew the businesses and restaurants were open and ready to welcome everyone back. It was suggested that we consider using the BID Brand Ambassadors, who are seen all around Downtown Boston wearing orange vests, helping sightseers find their way around, keeping all the statues and monuments clean, and just being friendly faces in a crowded city neighborhood.

The Approach

I liked the idea of using the BID Ambassadors, even though working with real people can be challenging. For this campaign, I developed and wrote the concepts and was asked to direct the commercials. All the years I've spent on set came in handy and I had a fantastic local crew. These fun, quirky spots celebrate the workers who stay behind and keep things going while reminding locals that it's time to get out and feel human again.