I led the creation of a powerful marketing campaign titled 'We’re coming back,' designed to inspire and reignite hope within the New York City community after the devastating impact of COVID-19 on Manhattan. The campaign's message was a rallying cry for both residents of the five boroughs and visitors, encouraging a return to the vibrant life of the city—back to in-person schooling, back to Broadway, and back to enjoying everything NYC has to offer. It also served to reinvigorate the New York Daily News, which had been operating in a hybrid model and not at full capacity.