F.Y. Eye worked alongside New York Immigration Coalition to develop and launch New York Proud, a narrative shift and public art campaign that reaffirms the indispensable role of immigrants in shaping New York City's identity through a living and growing collection of portraits and stories. By centering these narratives, viewers are encouraged to reflect upon the contributions of immigrants to our social, cultural, and economic life, while recognizing our shared identities as New Yorkers. 

The campaign launched ahead of Labor Day with a press conference in Times Square, featuring New York Secretary of State Walter Mosley, and City Council Immigration Committee members Alexa Avilés and Carmen De La Rosa.

It achieved wide visibility through subway posters, street level wheatpaste posters in Brooklyn and Manhattan, and pop-up art installations in partnership with Photoville in Brooklyn, Times Square, and Long Island City. Amplified by PR efforts and F.Y. Eye’s community media cooperative, the campaign left a significant imprint throughout NYC.

Digital efforts included a coordinated social media rollout supported by a partner toolkit, while the campaign microsite showcased all portraits, recorded interviews, and messaging tools, offering an immersive tribute to immigrant stories.