ROBIN HOOD FOUNDATION BENEFIT
Believing in What NYC Can Do as a Team
Shift 7 Studio was invited by David Stark Design & Production, a Brooklyn-based experiential agency, to be the graphic design partner for the annual benefit of the Robin Hood Foundation, a philanthropy focused on fighting poverty in New York City. Held at the Jacob Javits Center in Manhattan, this gala event attracts thousands of donors to raise funds for programs directed at the neediest New Yorkers.
This massive creative undertaking included the design and execution of all printed environmental graphic elements—from a neon-inspired icon pattern applied to the entry wall, to a “billboard campaign” rooted in the emotion and effort of sport, to textures for a set giant inflatable balls; and the art direction of motion graphics and videos for the cocktail and dinner programs.
The event attracted celebrated figures from sports, politics and media including Michael Strahan, Colin Kapernick, and Serena Williams. Most importantly, Robin Hood raised over $71 million for New York City non-profits and programs, which have been hit especially hard by federal budget cuts.
The Robin Hood Benefit was featured in both The NY Times Style section, and featured on Biz Bash.
A Narrative in Neon
Shift7.Studio designed a visual language of icons—representing multiple sports, New York City, and Robin Hood programming—rendered in the style of neon tubes. This language extended throughout the venue, across environmental and motion graphics, from a 70’ x 36’ entry wall (above) to dinner table luminaries. Guests entered the 30,000-square-foot event space through a tunnel hung with banners celebrating significant milestones Robin Hood’s 37-year history, and emerged into an “arena” filled with massive sports balls and graphic features.
Entry tunnel showing banners.
Scoreboard animation of the Robin Hood Archer engaged in multiple sporting activities.
We Believe in Robin Hood
The cocktail “arena” was filled with sports equipment at monumental scale, boxers working heavy bags, and runners circling the space jumping over hurdles. To reinforce sport-related themes of belief, perseverence, and teamwork, Shift7.Studio designed a series of billboard-sized graphics surrounding the space, creating photo montages of athletes running through and across photographs of the city, intertwined with the word “BELIEVE.”
“We leaned into the emotional grammar of sports: belief, grit, resilience, and the power of team. It mirrors Robin Hood’s mission so clearly: showing up for others, especially when it matters most.”
—Lindsay Carroll, Robin Hood Chief Marketing and Events Officer
We worked with animators at partner agency Long Story Short to extend the visual narrative onto multiple screens in the event space.
Stop, Drop, and Cheer
We art directed a hype video to signal the transition from cocktail hour to dinner. Standing at the center of the arena, a fabric column printed with the neon icons dropped, revealing a cheer squad that gave a high-energy performance and led guests to dinner in an adjacent space.
Dinner Screens
To illuminate a two-hour dinner program for 3500 guests, we worked with Roundangle.tv to create a motion graphics package projected on a 360°, 16-screen array. Rooted in the neon aesthetic of the entry wall, we designed sequences of icon grids, New York skylines, and moments tailored for specific speakers, information and talent moments.
Most importantly, the event raised $72 million to directly fund programs benefitting the millions of New Yorkers living below the poverty line.
Robin Hood Foundation Executive Producer: @_lindscarroll
Robin Hood Foundation Producers: @dixongrace , @_xokimberly_ , & @alissayi
EIC Production: @nimblist
Creative Direction, Design, Production & Guest Experience: @david_stark_design
Venue: @javitscenter
Scenic Support: @showmanfabricators
Inflatables: @idginflatables
Scenic Support: @atomicdesigninc
Carpet: @dimitricarpet
Drape: @drapekings
Screens Producer: @lorenbarton
Content Production: @lssmedia
Screens Content Creation: @round_angle_design
Immersive Talent: @astarte.creative
Games: @totalentertainmentnyc
Lighting Design: @kkpearl66
Lighting Director/Programmer Dinner: @peraltapro
Lighting Director/Programmer Cocktails: @kevlawmac
Audio: @clairglobal
Video: @petesbigtvs
Rigging: @C2wrigging
Lighting: @4wall
Catering: @unionsqevents
Fundraising Support: @debbie_fife & Event Associates, Inc.