INSTALLATION IN PROGESS

The first phase of the installation was a teaser announcement, that established the canvas for the campaign in the entire Brooklyn Atlantic/Pacific Station.

THE PITCH

PHASE 1 - TEASER INSTALLATION
The idea was to by changing the conditions on the walls, transform the space of the station into a museum.

Phase 2 – The Opening
The Launch.. We conceived a strategy that employ MoMA security guards on the launch day, when the artwork would be revealed.

PHASE 2
We planned to handout paper guides on the launch days to give subway patrons a an understanding of the scope of the program.

PHASE 3
The Marketing, my team had the idea to create stickers that would represent the surprisingly low cost of annual membership, a single visit, as well as other prices.

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