Some attractions thrill. Some inspire. The Skydeck Chicago, situated 1,353 feet above the city in the Willis Tower, aims to do both with its new campaign, Make Your Own Story. Developed in partnership with Chicago-based creative agency Pinnacle Advertising, the digital-first push reframes the iconic destination as more than a view—it’s an emotional, multi-sensory adventure.
Rolling out across social media and Skydeck’s newly redesigned website, the campaign leans into short-form video, striking photography, and immersive storytelling to capture the whole journey, from the museum at ground level to the hair-raising step onto The Ledge. The glass balconies have long been a magnet for visitors. Still, Pinnacle’s campaign is less about architecture and more about moments: a kid pressing their face against the glass, knees shaking in laughter, a couple braving the drop together.
“The Skydeck is more than a view. It’s a feeling,” said Jac Mansour, Chief Creative Officer at Pinnacle. “We wanted to tell those stories—not just show the building.”
To drive that point home, director of photography Collin Breimeier literally went over the edge, descending the side of Willis Tower to film visitors’ reactions from below. Combined with sweeping city shots, the footage creates a cinematic experience that captures both the thrill and intimacy of the attraction.
“This isn’t just about great content. This is about sharing the soul of Skydeck,” added Randy Stancik, general manager of Skydeck. “What Pinnacle captured isn’t just what guests see—it’s what they feel.”
The campaign also features a revamped digital experience, including a new homepage, a “What the Skydeck Offers” video, an “Antenna” feature that highlights the tower’s details, and a Spanish-language toggle to make the attraction more accessible to international visitors.
“Whether you’re a Chicago local or visiting from across the world, The Skydeck offers a story only you can tell,” said Michael Magnusson, founder and CEO of Pinnacle Advertising.
So step up, lean out, and write your own story—1,353 feet in the air.
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