The Great New York State Fair
Marketing & Advertising
Kayden Muzila spearheaded the creative direction for the Great New York State Fair's 2022 marketing campaign, leveraging his expertise to concept and oversee the entire content development process. Under his guidance, the campaign focused on revitalizing the fair's appeal through a deeply nostalgic and engaging approach that emphasized the sensory experiences of the event. Kayden coordinated a team of photographers and designers to capture and enhance the essence of the fair, bringing to life the sights, sounds, and tastes that define the iconic event.
In addition to traditional content, Kayden was instrumental in conceptualizing and developing the innovative "Butterizer" AR lens, which added an interactive digital layer to the fair experience, allowing attendees to engage with the fair in novel ways through their mobile devices. This creative infusion was part of why the fair saw a remarkable 46% increase in attendance over the previous year and broke concert attendance records, with Nelly drawing an audience of 43,000. Kayden's strategic and creative leadership was crucial in not only meeting but surpassing the fair's engagement and attendance goals.
For the Great New York State Fair's social campaign and content calendar, Kayden Muzila orchestrated the logistics to bring in a top-tier team of event photographers and videographers from around the globe. Under his supervision, this team expertly captured the unique and enchanting moments of the fair, ensuring that each visual perfectly reflected the event's vibrant atmosphere and dynamic experiences.
Kayden Muzila's relentless dedication to quality and compelling content directly contributed to an unprecedented 800% increase in social media engagement compared to previous years. His strategic oversight and creative direction were instrumental in achieving this remarkable growth.
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Kayden Muzila played a pivotal role in collaborating with Studio City PXL to deliver the innovative "Butterizer" AR filter for the Great New York State Fair's social media campaign. Under his creative direction, the team developed a VR lens that dynamically analyzed users' facial structures and movements to animate them onto a customizable butter bust, enhancing the user's digital interaction with a classic fair highlight. This creative concept not only engaged users but also encouraged widespread sharing across social platforms, amplifying the fair's presence online. Additionally, Kayden oversaw the development of a geofilter Snapchat lens, strategically designed to boost brand awareness and engage a younger, digitally savvy audience with the New York State Fair brand in a fun and memorable way.
