INSIGHT
Billboards don’t just advertise—they represent. So when Pandora set out to celebrate Black Music Month, we knew the work had to be bold, joyful, and culturally resonant. A traditional ad wouldn’t cut it. We wanted to honor Black artistry on one of the world’s biggest stages.

CHALLENGE
We needed to pull off a massive, tech-forward 3D billboard activation in a fast-turn production window. Beyond that, we had to ensure the work felt intentional and culturally authentic…something that truly celebrated Black music, not just talked about it. The billboard would also serve as the centerpiece for an experiential takeover in Times Square, including a live DJ and dance party.

ACTION
I was the creative project manager across the full OOH program. I coordinated 75+ deliverables, tracked production milestones, and was the main creative contact for our external partner, Germany-based BCN Visuals.

When it came to casting for motion-capture choreography, the agency originally proposed non-Black talent. I stepped in to redirect the conversation and emphasized the importance of representation, especially for Black Music Month. That push led to hiring Black choreographers, ensuring the final product honored our values, our audience, and the culture we were spotlighting.

I also led the launch of a second Times Square billboard project for Black History Month, celebrating the legacy of Notorious B.I.G. and highlighting a young Black author. That initiative was sourced and greenlit under my direction, expanding our cultural storytelling in this public space.

OUTCOME
The 3D billboard became the first fully choreographed, motion-capture–based OOH activation of its kind. The work drew massive attention, amplified by the surrounding live experience, AND was shortlisted for a Clio Award. More importantly, it created a public moment of cultural pride and celebration…exactly what it was meant to do.