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The Roman Catholic Diocese of Brooklyn
Visual Design, Ad Campaigns
The Diocese of Brooklyn sought to increase attendance at mass and appeal to a younger demographic in one of the most diverse and populous areas in the world. To achieve this, bold and engaging campaigns were needed—ones that could cut through the noise and capture attention in a fresh, unexpected way.
Client:
Catholic Diocese of Brooklyn
Year:
2013-2014
Role:
Creative Director
Visual Designer
Agency:
Ruckus
My Role
I played a key role in developing creative marketing ideas with the team and overseeing the visual and creative design for all the ads. While I contributed to numerous campaigns, “The Original Hipster” was one of the first major projects I worked on from concept to execution. Late nights, multiple design iterations, and the challenge of subtly portraying Jesus without a full figure led to a breakthrough moment—adding Chuck Taylors to complete the visual impact. This detail became the defining element that sparked national attention.
The Challenge
The Diocese faced the challenge of engaging a younger audience while maintaining its core values. Traditional religious messaging wasn’t resonating with the modern, urban population, and they needed an innovative approach to shift public perception. Additionally, the campaign had to work within a limited budget while maximizing reach and effectiveness.
The Solution
Through extensive target market research and creative risk-taking, we developed campaigns that defied expectations. “The Original Hipster” reimagined Jesus as a modern cultural icon, immediately grabbing attention with its bold visual execution. The campaign launched across Brooklyn and Manhattan, appearing on phone kiosks and bus shelters. Within days, the buzz spread beyond New York, with newspapers across the country picking up the story.
The viral momentum hit new heights when Stephen Colbert featured the ad on “The Colbert Report”, giving it a “Tip of The Hat.” Then, during a late-night call from a coworker, I tuned in just in time to see SNL’s Weekend Update reference the ad, playfully depicting the Pope in Chuck Taylors. Though SNL didn’t directly name “The Original Hipster” or the Diocese, the connection was undeniable—our campaign had officially become a cultural phenomenon.
Following this success, we created additional campaigns like “It’s Never Just a Selfie,” which also gained viral traction, and numerous other ads placed across NYC in subways, airports, gyms, and more. The Diocese’s bold new approach to outreach had completely transformed its image.
The Results & Accomplishments
Massive Media Impact
“The Original Hipster” campaign achieved over 2.6 million media impressions and generated $1.6 million in earned media, despite a budget of only $14,000. The Wall Street Journal highlighted its unexpected success, reinforcing its impact beyond the religious community.
Increased Church Attendance
The Diocese of Brooklyn saw a substantial increase in mass attendance, with a noticeable rise in youth participation. The campaign successfully brought younger demographics into the church, fulfilling its primary goal.
Cultural Recognition & Virality
The campaign received national attention, with features on The Colbert Report and Saturday Night Live, solidifying its place in pop culture. It became an example of how bold, unconventional religious marketing could make waves far beyond its intended audience.
Long-Term Business Impact
In the years following the campaign, new clients often referenced “The Original Hipster” as the reason they sought out our work. They wanted the same level of cultural relevance and bold creativity for their own brands, proving that the campaign’s influence extended well beyond the Diocese itself.
