Spring 2023

Only NY has a longstanding relationship with the NYC Parks Department. In lieu of the Lifeguard shortage across the city, the Parks Dept asked us if we’d design and promote a t-shirt for all Lifeguards to wear on duty this summer, and market a campaign empowering the perception of the role for future seasons to avoid another shortage. Nash creative directed the concept for the ad campaign and photoshoot in Coney Island, Brooklyn.

The phrase “We Outside” is a classic NYC phrase used across the city with the general meaning of being outside and doing an activity / hanging out. I thought this would be the perfect headline to catch passerby attention, along with the directive of visiting a pool or beach this summer. The lifeguard is meant to look like a hero so to speak, almost like vintage movie posters from the 80’s.

Campaign: Only NY x NYC Parks® Lifeguards
Photography: Killestt Studio
Production: Nash Design
Styling: Nash Design
Location: Coney Island, Brooklyn, New York, USA