andy singer
BROOKLYN, NY
advertising // films
advertising // brand activations + experiential
hay day // farmer’s farmers market
In summer 2025, Hay Day brought its cozy, digital farming world into real life with a traveling Farmers Market activation that popped up in NYC, Chicago, and San Francisco, transforming busy urban plazas into playful, game-inspired marketplaces.
Each installation featured colorful produce stands with free produce to exchange for your virtual produce. Brand ambassadors guided guests through the experience, while oversized crates, sunflowers, and cartoon-style farm props created a bright, photo-friendly environment designed to feel like stepping inside the game’s world.
jcpenney // the ex-change
On Valentine’s Day 2026, JCPenney’s “Ex-Change” activation invited shoppers to let go of the past by trading in jewelry given to them by an ex for something new. The experience took place in 10 stores across the country, including Garden City, NY, Frisco, TX, and Glendale, CA, transforming select JCPenney locations into sleek exchange booths designed to feel equal parts boutique and emotional reset button.
Guests brought jewelry tied to ex-relationships and swapped them for fresh JCPenney pieces, turning Valentine’s Day into a moment of celebration instead of heartbreak. Brand ambassadors guided visitors through the exchange process. The activation reframed the holiday with a simple idea, sometimes the best Valentine’s gift is the one you give yourself after moving on.