Overview

This was an out-of-home project that ran during the 2021 VMAs. The campaign completely took over the Atlantic Ave. subway station and two billboards at the Barclays Center in Brooklyn, New York City.

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Challenges

The challenges of this project include:

1. Getting handed the project mid-process

2. Being on an incredibly short timeline where it needed to be delivered in less than 3 days

We needed to communicate within the team and with our vendors quickly and efficiently so that the work can be completed on time. In order to communicate more effectively with our vendor, I proactively created a system to visually place images on the subway map so the whole team can understand how the ads were being placed. It seemed to be the quickest solution where the team could jump on a call together and work out where everything will be placed in real time.

This was also Discord's first out-of-home project, which came with many learnings post-project completion. One of the biggest being the technical work needed.

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Credits

Collaborating closely with Fiona Tran (Graphic Designer), Mark Donnelly (copywriter & Group Creative Director), and Justin Middendorp (illustrator & Group Creative Director), we pushed out this campaign to drive brand awareness.