Discover Phase: Ascertaining the unique points of conversation and neighborhood narratives Lower Manhattan that would educate office workers located in the Mid and Upper Manhattan districts about the vibrancy surrounding the 4 World Trade Center. Additionally, performed a competitive analysis of what other iconic buildings were doing from a social media content and deployment perspective. Dream Phase: Collaborative process conducted with managers and executives from client, Silverstein Properties and clients and potential clients to determine ultimate vision and voice of the visual and video narratives. Design Phase: Using the insights derived from the Discover and Dream phases a Creative Brief was created to guide the content deployment across Facebook, Instagram, Pinterest, and Twitter, as well as what visual and video narratives would exist in situ on the 4 World Trade Center website. Deliver Phase: Creative Agency, Core Twelve and Silverstein Properties executed the creative strategy. Note: This work was conducted during my engagement with Core Twelve.