Creative Directed the development and creative of this billboard with a unique layered design, creating a captivating 3D illusion as you enter the San Francisco Bay Bridge.
The custom-built layers on top of the core billboard canvas are: the 3D "Segment" lettering, the plants on the left-hand side, the buildings on the right-hand side, and the digital message board at the base.
The color palette shifts at nighttime to display an evening theme, and the digital message board dynamically updates messaging according to campaign phase and goals.
Highlighting some of the 3D layers. "Segment" lettering is 3D as well. Note that the 3D illusion is meant to be visible while driving on the highway.
Nighttime transformation: the color palette of the billboard changes at night while dimming the lights on the 3D layers. The digital message board is regularly updated as well according to campaign phase and time of day.
Billboard wireframing phase to plan the building of the customized 3D layers
After the initial design, we repurposed the billboard pieces we had customized with unique Segment lettering, unique messaging board, and unique 3D layers for a new campaign titled "The Quest for Good Data," themed around a pixel art character's quest to gather good data.