The idea: There's nothing new about the fear of innovation.
Photography was said to be the death of art. The telephone was feared as a transmitter of evil spirits. Today, AI is simply the latest entry in a long ledger of panic. But in every instance, technology didn't decide the outcome. The people who built it did. We aren't asking builders to trust the technology. We're reminding them they've always been the ones to give scary new things meaning.
My role: Original concept, strategy, visual direction, and every word of copy, from the first brief through final billboard files. Wrote the call-and-response headline system, built city-specific versions for each market, and partnered with our art director on the archival-meets-modern visual approach.
Status: Launched September 14 on two 4K screens outside Penn Station and Madison Square Garden in NYC, reaching 600,000 commuters a day, then rolling out to Austin, London, and Chicago through the end of the year. Twilio's first international OOH campaign.
