Newfields: Winterlights by Young & Laramore

On the heels of Young & Laramore’s work for the Indianapolis Museum of Art (IMA), where they named the 152-acre campus, Newfields, Y&L and Newfields announced 'Winterlights,' the first embodiment of Newfields’ brand promise of curating exceptional experiences.

It is an event designed to turn a holiday walk-in-the-woods into a permanent memory and hopefully, a multi-generational tradition for many. It will be live on November 19 and run through January 7, 2018.

In addition to naming the experience, Y&L created a multi-media advertising campaign for Winterlights that captures the magic of walking in a winter wonderland through animation and original music. The animation and illustration style is atmospheric, but captures the spaces on the Newfields campus. The music, a custom score, taps into the genre of snow globe and music boxes to convey a sense of intimacy and nostalgia. The music also will be incorporated into the live experience.

The campaign will include TV, cinema ads, radio, print, social media, digital banners, website and OOH.