Big Ambition Campaign

The regular message.

The hidden message reveals itself when backlit.

Layering the hand-cut type.

Process: laminating the hidden layers.

Custom perforating tools.

Hand perforating the hidden message.

Process: hand perforation tests of various hidden messages.

Concept, design and custom fabrication of a bus shelter ad campaign for the Emily Carr University 2009 Graduation Show. After securing $37,000 from the City of Vancouver and CBS in donated advertising space we created this parallel slogan and graphic identity to run in select shelter spaces in addition to a pre-approved poster design. During daylight hours the official poster slogan read “Small school big ambition” while at night each bus shelter’s backlighting illuminated the real slogan: “Small school big balls”.

In Collaboration with Amanda Huynh, Tobias Ottahal, Alex Buss and Ellen Lee.