Yale’s Story Takes Flight

Client: Yale

Cutting edge tech on your wrist is one thing but putting it on the door of the family home requires a leap of faith.  That leap is lessened when the tech — in this case, a pioneering smart lock — is made by a brand with nearly two centuries of experience securing homes with mechanical locks.

We wanted to show the media both sides of this pitch, the ground-breaking smart tech and the proven mechanicals by a brand with pedigree and depth. I-95 thought otherwise.  The idea of having non-car-owning NYC media make the 80+ mile trek to New Haven through East Coast corridor traffic did not compute.

So we picked them up and flew them over. 

First, we created branded social media-friendly invitations from surplus Airforce helmets; then we ferried elite tech and lifestyle media on social media-friendly helicopter rides from the West Side Heliport to New Haven where they landed on a branded landing spot; we served New Haven’s iconic pizza and presented our story at the intersection of tech and security; then we flew them home to post, and write and file their stories.

The helicopters landed in NYC. And our message landed across the media!

Services: Strategy, storyboarding, video production, visual FX