Project brief: The client asked us to create a typography-based billboard application that would work within their larger advertising campaign and be a provocative installation piece.

Approach: Our team created a number of concepts that were variations on “We Are All Workers.” Initial sketches all strived to move beyond the flat billboard. However, we eventually determined that we wanted to illustrate the notion of “We Are All Workers” by constantly breaking down and rebuilding the typography placed on cogwheels.

Effectiveness: The client enjoyed the billboard’s ability to stay within the confines of the campaign but also step outside the norm of what an environmental application can be. New Yorkers loved the concept and many had themselves photographed in front of it.