Don't Do New York Dirty

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role

Concept, Art Direction

Client

Sanitation Foundation

Year

2025

Identity

We all love New York, but litter's a real problem. We should lose the grime, and keep the grit.

Our mission is to get our tagline, Don't Do NY Dirty, Trash your Trash into NYC culture.

Execution

An asphalt-roots movement of REAL New Yorkers sharing why they love the city—and why they keep it clean.

Execution

Stickers for the exterior of taxi cabs driving through the busy streets of NYC.

NYC Encyclopedia pamphlets to be passed out mid-transit.

Execution

Walked right up to a tattoo parlor and asked to take a photo erasing their tattoos. Took quite a lot of convincing and ensuring I wasn't poking fun at their tattoos, and eventually they obliged. They even asked to be sent the final comp.

Agency: Anomaly
Creative: Lauralee Harper & Elle Wierbicky
Director: tom Bender
Strategy: Madeline Stefan & Camila Portillo
Account: Adelaide Smythe & Isabella Hasson
Producer: Eve Mahaney

Social

BTS

Photographed by me

Agency: Anomaly
Creative: Lauralee Harper & Elle Wierbicky
Director: Tom Bender
Account: Mikaela Gatewood
Producer: Elizabeth Bruneau

HORIZONTALLY 🛋️

ONLY MURDERS IN THE BUILDING 🔪

Agency: Anomaly
Creative Team: Elle Wierbicky & Lauralee Harper
Strategy Team: Tarek Youssef & Tilly Scullion
Account: Lily Siff

OUT OF HOME

more projects back to Top

OOH

PAID & ORGANIC SOCIAL

Logo Series

Agency: Anomaly
Creative: Elle Wierbicky & Lauralee Harper
Strategy: Sara Armstrong & Jazmin Sagastiverza
Account: Olivia Cosio & Sherry Cao

SIZZLE REEL

Agency: Arnold
Creative: Lauralee Harper & Patrick Durigan
Director: New York Nico
Strategy: Joanna Schwab
Account: Claire Capeci
Producer: Dylan Mizner

🥇 Gold Clio Winner | Silver Effie Winner 🥈

CPAP - SUTRA

To encourage harmony in the bedroom for CPAP couples, we created CPAP Sutra.
Influencers were sent decks of cards with various sleep positions that they could have fun with and post about.

Agency: Arnold
Creative: Lauralee Harper & Gina Sclafani
Director: Clay Williams
Strategy: Joanna Schwab
Account: Karin Locavare
Producer: Arlene Steinwald

earthbar (19.4k followers) is a grocery store & restaurant featuring healthy goods with over 32 locations. Paying close attention to their modern aesthetic exemplified by their interior, I made their stories look fresh and clean.

Magic Mind (46.8k followers) is a wellness supplement that counterbalances caffeine crashes. Staying consistent with their brand guidelines (fonts, line widths, colors) I created whimsical stories & posts to promote their products.
I also designed the product label below.

FX Chocolate is a treat that satifies chocolate cravings that help with sleep and focus, without the unhealthy sugar. The work focused on how they are both delicious and thoughtful.

( New Business Pitch )

This pitch was to explore where this brand could go aeshtetically: clean & minimal. This was a sprint. A 12 hour deadline. A few redbulls down the hatch.