CHALLENGE: New York is much bigger than New York City. All across the state, from Buffalo to the North Country to Western New York, there are smaller communities, many with amazing legacies of innovation that have since waned but are now poised for a major resurgence. How do we let people in and out of state understand that New York State is investing in these places so they can grow and thrive?

SOLUTION: “Tomorrow Starts Today.” The campaign focused on regions far from New York City, and how the state was making significant investments in education, infrastructure and business partnerships to help make New York State truly the state of the opportunity. For launch, we crisscrossed the state with three different production teams simultaneously over the course of a week, then quickly edited to get the spots on air.