9/11 Memorial Museum

Our City, Our Story

The 9/11 Memorial tasked us with developing a campaign that invited New Yorkers to reframe their perspective on the 9/11 Museum. The challenge of this was in developing a creative approach that accomplished the task, but also maintained a level of authenticity. Rather than casting and scripting actors, we decided to interview real New Yorkers and invite them to experience the museum for themselves– resulting in over 100 interviews and documenting the museum experience of over 20 distinct individuals. This provided a genuine experience for the viewer– creating an opportunity for them to reconsider their thoughts on the institution.