MSNBC Projection

By mono

The Idea

msnbc came to mono to help them shape their vision and create a new, compelling brand idea. Instead of getting dragged into the negativity of others, we crafted a progressive look on politics and our countryﾒs future with the tagline, ﾓLean Forward.ﾔ
In conjunction with an integrated launch campaign, we made large-scale light projections of the Lean Forward manifesto on buildings, water towers, trains, bridges and construction sites in major cities including NYC, Seattle, Denver, Washington DC, Chicago, and Atlanta (on CNNﾒs headquarters, in fact).

Delivery of Work

We chose large-scale light projections (as opposed to traditional out-of-home boards) to communicate on surfaces that would otherwise be untouchable through paid media. Though most of the 3D mapping was built in advance, many of the animations had to be altered in real-time as the light reacted to the surfaces. Only one altercation with local law enforcement was recorded during the 10-day project.
The light projections were filmed for an art installation piece that debuted at MSNBC's media launch event in NYC.

The Results

The light projection project received attention from local news outlets in each of the cities, as well as the international art community (Fubiz), the political community (Huffington Post), as well as the pop culture community (appearing on the homepage of P. Diddy's blog.)

Credits

 

Event Sponsors

Additional generous support provided by Lagunitas Brewing Comapny and The Fraternal Order of Eagles #34