To publicize the launch of the second season of their critical sensation The Marvelous Mrs. Maisel, Amazon Prime Video wanted to make a splash with new and key demographics in New York CIty through an immersive pop-up.

With Tool of North America, we created a way for fans and viewers to travel back in time to the era of the show at a replica Carnegie Deli, complete with sandwiches named for show characters and in-world actors and set design.

The pop-up was designed to immerse fans and viewers alike into the world of Midge Maisel, and we wanted a way to bring that immersion to audiences worldwide through social and PR engagement.

To amplify this experience at the pop-up shop as well as the food truck version in 2019:

• I developed a PR stunt which employed an actor playing a 1950s delivery boy named Frankie to visit editors, reporters, and influencers around New York City to deliver custom sandwiches to news rooms and reporters.
• Programmed a Comedy night and worked with influencers and content creators to bring their communities to the pop-up digitally and IRL.
• Booked and managed a VIP press experience with stars of the show
• Leveraged influencers to dress up in period appropriate costume and shoot content onsite.