The Project
Find out what makes the Javits Center the busiest convention center in the United States.
+ About Javits Center
The Javits Center is more than just a convention center. Named after the legendary and lifelong New Yorker, Senator Jacob K. Javits, this self-sustaining New York icon has become a wildlife sanctuary, a community partner and a nationwide nexus where the latest ideas in business and pop culture converge under one very green roof. With a significant investment in our infrastructure, we have quickly become a leader in sustainability, security and technology, setting a new standard for convention centers throughout the country. We employ thousands of experienced event and construction professionals dedicated to coordinating and constructing events with major brands from around the world, generating waves of economic activity across the region. And with a historic expansion project underway, we‘re preparing to host an even wider variety of events in the years to come, attracting new generations of visitors to Manhattan’s West Side.
OBJECTIVE
The Javits Center was an eyesore with terrible customer service and a reputation as the City’s leading bird-killer. However, today, the Javits Center has truly transformed. We were tasked with the production of several videos that would highlight this transformation, shifting the perception of New York City’s convention center.
PUTTING THE PUZZLE TOGETHER
Behind The Glass
Many employees have been with the Javits Center since day one, back in 1986. Working together over 30 years, they’ve become a family. During interviews for an employee appreciation video, the passion for their work, love for one another and pride in the Javits Center is undeniable.
Greening Gotham
Once an energy-draining bird-killer, renovations now have rendered the Javits Center a leader in sustainability. With one of the City’s largest green roofs, Javits is a haven for migratory birds. They host school groups and teach them about horticulture. Javits even has a beekeeper.
Convene Here
Javits helps drive the economies of New York State and New York City, generating more than $2 billion in economic activity and supporting more than 18,000 jobs a year.
Expansion into Hudson Yards
New management changed the culture from the ground up. Attendees are now greeted with a smile, honoring the legacy and gravitas of this building’s history, earning it a new reputation as New York City landmark.
The World’s Marketplace
Our corporate video productions typically spanned 1-2 days profiling union carpenters, electricians, security guards and event liaisons well as Javits executive team and admin staff. Our team consisted of two crews. One crew recorded interviews while the other crew captured employees in the field, performing work activities. An on-site production coordinator managed correspondence and logistics while I shuttled from conducting interviews to occasionally directing a scene for B-Roll.
History of a Landmark
We worked closely with the Marketing and Communications team at the Javits Center to craft videos that would emphasize their message and target their key audiences: event producers and attendees. For the 30th anniversary celebration of Javits, we took a look back at the Center’s history and also
Good For New York
The Javits is now an engine of economic prosperity for the community and marketplace for the world.
TRIVIA
Jacob K. Javits Center is massive. The building complex, located at the terminus of the High Line in Hudson Yards spans 6 blocks. It’s green roof is 6.75 acres and Javits North is the largest single room event space in NYC at 80,000 square feet.
CLIENT FEEDBACK
We worked with Retidesign, a design and marketing studio in downtown Manhattan to ensure we honed in on a look and feel consistent with the holistic branding of the Javits Center. Here’s what Principal and Creative director, Liz Reitman had to say about our collaboration.
“Sam and I were members of the same BNI chapter from 2014 to 2017. During our weekly meetings, I got to know Sam and his work. I feel comfortable having him [Sam] collaborate directly with my clients. Together, we’ve produced about a dozen videos for The Javits Center, YMCA and the New York International Auto Show. He puts people at ease in front of the camera and has a cinematic eye. I always love brainstorming with him on concepts and know he will bring a creative edge to each project.”
Liz Reitman | Principal & Creative Director at Reitdesign