iShares Contextual OOH




iShares by BlockRock

My Role

Art Direction
Motion Graphic

iShares took in $79 billion in new flows in the fourth quarter of 2020, up from $75.2 billion in the year-earlier period.

Related WSJ article

The Brief
When iShares by BlackRock tasked us with getting New Yorkers and Chicagoans to stop and think about the role ETFs could play in their portfolios, we crafted contextual out-of-home to deliver the message– ETFs can do more than investors think.

1. Brookfield Place
In Manhattan’s Brookfield Place, we played with perspective across multiple screens by taking advantage of the location’s pillar displays. In the building’s atrium, with a stunning view of the city’s skyscrapers, we challenged passersby to see new paths to growth.

2. Transportation System
And on the streets of both cities, we leveraged media placements across transportation systems to deliver our message - investors can find a new path forward with iShares ETFs.

2-1. Transportation System - Appendix
Our initial concept hijacked the visual language of New York’s MTA subway system to deliver contextual language. Due to legal issues, these puppies died. (please note: no actual puppies died, just this OOH direction and a little piece of my soul.)

3. Elevator & Info Box
We’re in so many boxes, like elevators and info boxes, that we used those boxes to ask investors to think outside of those same boxes.

4. Animation

CD: Steve Nathan
Senior Writer: Jesse Custodio
Art Director: Me