BAM’s Next Wave Festival 2025
Keeping a 40 year creative legacy fresh for a New York City creative icon
Role: Strategist + Copywriter
BAM is Brooklyn’s home for groundbreaking theater, dance, film, and music. Every fall, artists from around the world flock to Brooklyn to be a part of a festival of experimental performances.
Challenge
Reintroduce BAM’s annual fall Next Wave Festival as both a New York institution and a global cultural event, with messaging that could cut through in subway ads, digital, and print.
Problem
New Yorkers already see their city as the center of arts and culture, which can make it difficult to spark curiosity about international talent.
Human Insight
For New Yorkers, there’s here and then there’s everywhere else.
But when the everywhere else actually meets NYC’s energy, something unforgettable happens.
But when the everywhere else actually meets NYC’s energy, something unforgettable happens.
Strategy
Invite New Yorker’s to see what happens when hometown heroes collide with the world’s boldest talent.
Creative
[more upon request]
CD: Kim Lum
Designers: Kim Lum and Kayla Battle