In November 2012, LocaModa was approached by Sharpie to collaborate on a digital-out-of-home campaign featuring teenybopper sensations, One Direction. The initiative was to encourage 1D fans to tweet a photo with #sharpiehello to welcome the band to New York. The photos would be on display on a giant billboard in Times Square on the day of One Direction’s concert at Madison Square Garden. Participating fans whose photos were approved had their message displayed on the billboard, and were sent a branded microsite featuring a photo of their message on the billboard that they could then comment on and share across their social graph.
This was both a dream and a nightmare due to the tight turnaround and obnoxious art direction needed, but it was certainly fun to layout a 7-panel enormous billboard. Needless to say, the program was a success, despite the demise of my retinas. Check out more process images here: