This promotional DOOH spot that aired in the new Moynihan Train Station in NYC encompassed everything I love about working on DOOH spots: Using the environment as context to the creative, 3D design, and a grandiose placement.
The client provided us with the predetermined creative for the key art and promo as a jumping off point, as well as the desire to tie in the creative to the train station itself. The resulting spot was eye catching, relevant, and so much fun!
As with every DOOH, there are extra elements to consider when producing the work. First, we had to get approval not only with the client but also the vendor for the screen space as there was a specific requirement that the creative not look too much like an actual train schedule. We can’t be confusing the passengers! We also had to ensure that the spots worked in-situ. We made sure to be conscious of the size of the screens, the lighting and texturing of the elements, and maintained good file management and organization of all of the screens and their respective versions.
