MIDNIGHT MADNESS
LARGE-SCALE CUSTOM CHARITY PUZZLE HUNT FOR GOOD SHEPHERD SERVICES
Listen to GIL Founders Ryan Patch and Jon Seale on Bloomberg’s “Money Stuff” podcast, talking about MIDNIGHT MADNESS.
THE CHALLENGE \\\
Take over New York’s most legendary and competitive puzzle hunt and transform it into a sustainable annual fundraiser.
OUR APPROACH \\\
It was important that our work integrate seamlessly with the long-standing tradition and culture first created by the in 2001. Working side by side with members of Good Shepherd Services’ board of directors, our team drew on our experience creating The Great Gotham Challenge, an immersive puzzle hunt, and developed a 14-hour adventure for Midnight Madness beginning in 2021. Each year, we debuted never-before-seen technology, secure exclusive access to landmark NYC institutions, and present some of the genre's most challenging and mind-bending puzzles.
In each new edition of the game, we put participants at the center of an unfolding drama that takes them racing around a New York City they’ve never experienced before, finishing in a top secret location they can only arrive at by solving the meta-puzzle. Under GIL’s stewardship, the fundraiser has been covered in the New York Post, the Money Stuff podcast, and Bloomberg Markets Magazine, and raises millions of dollars for one of NYC’s most beloved charities, Good Shepherd Services.
