Humans of New York:
Dear New York
Titled “Dear New York,” the installation serves as a heartfelt love letter to the city, celebrating the real, raw, and deeply human stories that define it.
Conceived by Humans of New York creator Brandon Stanton, the installation transformed one of the city’s busiest advertising spaces into a canvas for connection. Running for 2 weeks, the takeover shared New Yorkers’ stories across 150 digital screens, large-scale projections, and captivating static formats throughout Grand Central.
Beyond the visuals, it featured live Juilliard performances and a community art showcase, becoming one of the largest public art installations in city history—a celebration of humanity, culture, and hope at the heart of New York.
The campaign sparked instant social engagement, as commuters stopped to share the experience in real time and major accounts amplified the buzz, turning Dear New York into a viral celebration.
Combined with social buzz, press turned the local celebration into a global specticle - resonating with not just New Yorkers, but all humans.