The New Tropicana at the Wolfsonian

We worked with the Wolfsonian-FIU to design The New Tropicana, a celebration of Cuban history and culture that would bring out hundreds of locals to experience their new exhibit, “Promising Paradise.” Through a creative campaign in our daily and weekly newsletters, we helped bring out more than 500 Miamians to eat, drink, dance, and discover together.

• Launched: May 2016
• Check out: The New Tropicana at the Wolfsonian

Florida Grand Opera

Understanding Miami’s millennials

Florida Grand Opera has an international reputation for groundbreaking work—and for approaching the arts with an eye toward innovation and experimentation. They’ve taken opera beyond the hall with their Unexpected Opera in Unexpected Places series; explored new formats; and focused on young artists. We helped FGO understand how to engage the millennial demographic with an in-depth research project that identified new opportunities for marketing and audience development.

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Road Trip with Chevrolet

Tapping wanderlust to reach Miami’s adventurers

Because we’re a tourism city, few brands spend time speaking to Miami’s own explorers and travelers. We took Miamians on a journey to the Florida Keys, powered by Chevrolet’s Trax SUV. The trip included a video journey with local social influencer Woo Supreme, an interactive timeline of local stops in the Keys, and a photo essay of people and places we found, all designed to engage Miami’s adventurers.

• Launched: September 2015
• Check out: Road Trip with Chevrolet

Miami Explore-o-Matic

Interactive experiences for influencers and active locals

Creating conversation isn’t just about great words or beautiful images. True engagement is interactive, which is why we build interactive digital content, from quizzes to data features to contests, that drive rich engagement.

• Launched: December 2015
• Check out: Miami Explore-o-Matic Quiz

El Tamalero

Celebrating Miami’s unique characters

Romelio Reyes has been selling his legendary tamales in Hialeah for decades. The 85-year-old is something of a local celebrity: his tamales are said to cure arthritis and other maladies, and anyone who spends time in Hialeah has seen him on his bike. We caught up with him to share his story. The video has been viewed more than 50,000 times, as part of a neighborhood guide for Lyft that reached more than 250,000 locals.

• Launched: July 2016
• Check out: El Tamalero video

Idea Center

Building participation with Miami’s curious locals

Miami-Dade College’s Idea Center is an innovative hub for entrepreneurship, bringing students and community members together for educational opportunities and experiential learning on technology, human-centered design, and entrepreneurship. We helped the Idea Center find new participants for its continuing education courses through creative campaigns in our newsletter.

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Redefining Transit in Miami

How do you change a city's conversation about transit? We worked with Miami-Dade County's Department of Transportation and Public Works to do just that. We started with human-centered research into how locals think about and use transportation, then leveraged those insights to design a campaign that included data journalism, multimedia storytelling, and experiential activations with our partners at Prism Creative Group. To date we've reached more than a million locals with new engagements on a complex local issue, and built lasting community connections in the process.

• Launched: August 2016 to present
• Check out: Redefining Transit in Miami

Lyft & Neighborhood Guides

Lyft operates in hundreds of cities, but in Miami we're helping them create an unprecedented community impact. Together, we're helping locals explore and connect with Miami's unique neighborhoods. Each month, we share places to eat, drink, and explore; and cover the people, history, and future of a neighborhood — paired with an event and Lyft activation, alongside ongoing influencer marketing programs. The results? Dynamic experiences that our community returns to again and again, and deep engagement for our partner. We create more than 250,000 local engagements each month for Lyft, building new brand equity along the way.

• Launched: December 2015 to present
• Check out: Lyft & Neighborhood Guides

MiamiLand

In November 2015, we launched our Lyft partnership with a one-of-a-kind event — MiamiLand, an epic celebration of Miami's many neighborhoods. MiamiLand featured local food, drink, art and history from Homestead to Hialeah, and interactive exhibits from dozens of community organizations including amaker space, the opera, a public radio storytelling booth, museums, and more. Our goal was 300 people. We drew more than 1,300 locals to experience the magic of their hometown for one big night and kick off a year-long series of neighborhood guides and activations.

• Launched: November 2015
• Check out: MiamiLand

A+Eats

When the developers of Miami's Arts + Entertainment District were looking to bring in a new restaurant concept, they knew they needed more than an ad. We designed A+Eats: The Search for Miami's Next Great Restaurant, a public contest to give a year of rent-free space and buildout to a local restaurateur with a fresh concept. The New Tropic managed the submission and review process, backed by four months of content and social media engagement on Miami's growing food scene. More than 100 people applied, and more than 6,000 locals participated in the public voting process. We produced a livestreamed finale cookoff, where a winner was chosen by an expert panel. We reached more than 500,000 locals with the Arts + Entertainment District brand.

• Launched: August to November 2015
• Check out: A+Eats

Startup Guide

Miami's growing startup scene has been attracting talent, capital and plenty of buzz during the past few years. With all that energy comes an exponential need for connection and communication. We worked with Knight Foundation to create resources that help new arrivals get into the scene, find and hire talent, and raise capital. With ongoing multimedia storytelling, and a toolkit of curated, community-submitted resources, the startup guide weaves together and provides entry into Miami's burgeoning startup community.

• Launched: August 2015 to present
• Check out: Startup Guide

The New Tropic

We launched The New Tropic in January of 2015 as our pilot media and events brand in Miami. A year later, we were creating 750,000 engagements a month across the site, social media channels, and in-person experiences. The New Tropic has created field-leading engagement among millennials in Miami's urban core, and delivered strong connections with them for brands.

• Launched: January 2015
• Check out: The New Tropic