Alec Zbornak's Portfolio

Masquerade: Ghost Hunt

A months-long immersive alternative reality game that took over New York, turning the city into the Phantom’s haunted playground.

Client

Masquerade

Year

2025

Experiential Marketing, ARG

Role

Concept, Writing, Producing

Client

Masquerade

Year

2025

Experiential Marketing, ARG

Role

Concept, Writing, Producing

ThE IDEA

How do you welcome back Broadway’s most iconic phantom?

With a city-wide ghost hunt.

The EXECUTION

Abandoned Construction Sites, Mister Softee Trucks, and Psychics Shops

Each week we took over a different iconic NYC landmark through a series of guerilla, experiential activations combining both giveaway drops and an interactive narrative hinting at the Opera Ghost’s return. Select activations include…

A Ghost Hunt in an abandoned Construction Site
A Tarot Reading in a Psychic Shop
A Mask Fitting in a Canal Street Crawl Space
A Séance in a Broadway Theater
A Hijacking of the Tony Awards

A Ghost Hunt in an abandoned Construction Site
A Tarot Reading in a Psychic Shop
A Mask Fitting in a Canal Street Crawl Space
A Séance in a Broadway Theater
A Hijacking of the Tony Awards

Results

All Leading Up to the Official Announcement

With millions of UGC-led social impressions, Masquerade sold out in less than three hours after going on sale—all without spending a cent on advertising.

Credits

Executive Creative Director: Randy Wiener
Senior Producer: Cesar Hawas
Head of Marketing: Shoshana Fisher
Marketing Associate: Sadie Schlessinger
Marketing Intern: Eli Diker
Marketing Intern: Madi Tramonte