Art directed and produced a three-panel billboard for Meetup on a busy corner in SOHO, capturing the attention of thousands thanks to its human message in an ocean of holiday ads.

Role

Art Direction
Project Management

Organization

Meetup

Collaborators

Seth Terpstra
Design, hand lettering

Three panel billboard, 14 x 45 foot, on the corner of Houston and Lafayette. December 2013.

While walking back from lunch with a few colleagues in December 2013, our CEO pointed at three empty billboards on Houston and Lafayette and asked something along the lines of, "If we book those, would you want to put something on them for Christmas... which is in less than a week?"

I'm pretty sure he was half joking, but we ended up pulling this off in just under a week (from conception to installation).

Photo of the billboard in the winter, surrounded by snow

I collaborated with Seth Terpstra on the design and lettering of the billboard.

A small sampling of Instagram photos tagged #findyourpeople, courtesy Seth Terpstra

Hundreds of people posted photos of the billboard to Instagram, often times taking the photo with their friend(s) standing in front of it.

Process shots

A nice write-up from Adage about the billboard