Substantive change is a common thread in my work. For the Curtain Up Broadway Festival, I helped to revitalize the struggling theatre industry after COVID-19. At the Pennsylvania Conference for Women, I helped bring holistic wellness–mental, physical, and financial–to women in business. Lastly, the NY Red Bulls Special Olympics Unified Team partnership promoted inclusivity within the soccer community.
Curtain Up
Broadway Festival
For three straight years, I managed the entire creative output for this event activation, which took place in the middle of Times Square. It drove nearly 800K visitors annually and achieved 32 million impressions. The event was broadcasted on ABC’s GMA and featured a full-size stage with Broadway’s top shows and biggest stars, several augmented reality experiences, a piano bar, and many digital assets, including an event app. The initial goal was helping Broadway get back on its feet after being shut down during the pandemic. In subsequent years, we focused on greater inclusion in the theatre industry and giving unknown talent a once-in-a-lifetime opportunity.
Several AR activations were created, including a theatre lobby right on the street, where audiences could turn into their favorite Broadway characters and then see themselves almost 200 ft. high on our Times Square billboard. My team and I created a theatre marquee where fans saw their name in lights as we donated to several underserved theatre organizations on their behalf.
It would have been challenging to navigate through Times Square without the Curtain Up app. Once you scanned the QR code (towers were everywhere), you had access to everything, from a site map, schedule of events, live performance updates, AR activations, contests to win Broadway tickets, and even real-time voting to hear your favorite songs.
In year two, it was all about helping the theater economy and bringing more inclusion to Broadway. Curtain Up’s impact was felt in NYC and beyond.
Social promo used in several channels highlighting ”BE A STAR ON BROADWAY” AR activation.
In our first year of Curtain Up, this AR activation lets people take selfies and then choose from various Broadway costumes to see themselves on a digital mosaic. You could participate from anywhere in the world.
In our third year, we created a national singing contest called “Stages On Broadway” which gave the opportunity for unknown talent to become the future stars in the theatre industry.
Belt it Out on Broadway Piano Bar.
See how we were able to help bring back Broadway in year one.
Pennsylvania
Conference
for Women
A professional and personal development event with the goal to promote and amplify the influence of women in the workplace and beyond. Our concept “See Your Future Selfie” helped women overcome obstacles and push for their dreams through holistic wellness. Along with experts in these fields, we had four artists who helped bring everything to life. Our work produced 240,627 social impressions.
Case study for the entire event.
Social media from the event. In addition to Prudential, the artists and the experts shared a lot of social content.
New York
Red Bulls
Unified Team
Prudential has a long-standing partnership with the New York Red Bulls and their Special Olympics Unified Team. Many MLS teams support this important cause by working with their local Special Olympics chapter.
Both Prudential and the NY Red Bulls promoted the matches on their social handles.
There was a lot of social engagement for these matches. One post had 61,436 views. In the match vs D.C. United, the Red Bulls scored a spectacular goal that made ESPN’s top 10 plays of the day.
Andrew Dalsass © 2025 — New York, NY