City Disruptions
Reimagining urban environments through high-impact physical interventions and spatial storytelling.
The challenge
A brand wanted to be noticed in a city that ignores advertising. The brief asked for an activation. The problem was attention: the audience had learned to look straight through anything that looked like a campaign.
The insight
People do not photograph billboards. They photograph things that interrupt their route. The intervention had to behave like part of the city, not like media placed in it.
The idea
A series of physical disruptions — objects and spaces placed where routines happen — each carrying one line of a story. Walking the route assembled the narrative; sharing a single moment still made sense on its own.
The outcome
The work travelled further on people's phones than on paid media. More importantly, the story people told was the brand's story, in their own words.
