Problem
Out-of-home (OOH) advertising often fades into the background—especially in high-traffic environments like subways, where attention is fragmented and passive.
Out-of-home (OOH) advertising often fades into the background—especially in high-traffic environments like subways, where attention is fragmented and passive.
Approach
Leveraged a behavioral insight: people are more likely to engage when challenged. Designed bold counter-forms and contrarian messaging to provoke reaction and invite response. Used visual tension to transform static placements into interactive, conversation-driven moments.
Leveraged a behavioral insight: people are more likely to engage when challenged. Designed bold counter-forms and contrarian messaging to provoke reaction and invite response. Used visual tension to transform static placements into interactive, conversation-driven moments.
Role
Designer — Concept & Art Direction
Designer — Concept & Art Direction
Scope
Concept Development, Visual Design, Art Direction, Campaign Design, Out-of-Home
Concept Development, Visual Design, Art Direction, Campaign Design, Out-of-Home
Industry
Advertising, Marketing
Project Type
Self Initiated
Advertising, Marketing
Project Type
Self Initiated
