What if a billboard didn’t sell you something — but gave you something instead?
I reimagined these windows (once reserved for campaign headlines and branded noise) as an opportunity for calm and wonder. Research shows nature — even just the image of it — has real health benefits. This was a deliberate shift from promotion to presence: no call to action, no product, just an uplifting moment rooted in the brand essence of empathy, freedom, and optimism.
The content supports the visuals, collectively offering something more human: a breath, a pause, a visual exhale.
Wrapping the corner of half a city block created strong visual impact, offering a moment of pause in a busy, urban environment dominated by grey and concrete.
I designed a cost-effective, flexible window system that allowed for depth and dimensionality. Shifting production from vinyl to a hanging system not only enhances the visual experience, but cuts future installation costs in half by facilitating easy graphic swaps.