Mascot, "Emma Pire"

I also lead the creative development and content strategy for our mascot, “Emma Pire.” The centerpiece of this effort is a popular series that follows Emma as she explores iconic NYC hotspots, bringing the Empire State Building’s personality to life in a fun and relatable way. Through engaging videos that blend humor, local culture, and trending formats, Emma has become a relatable and funny icon—allowing us to transport this building anywhere and connect with audiences beyond the physical landmark, expanding our social media reach.