In early 2012, when I was working at Mullen— a large ad agency in Pittsburgh — I was tasked with this pro-bono project. The City of Pittsburgh has an enormous Cultural Trust, and they were a direct patron of the Bricolage, a theater specializing in new, experimental, or entirely new media plays.
This campaign was built as a guerrilla marketing campaign, replete with wheatpastes applied onto every building in Downtown Pittsburgh owned by the Pittsburgh Cultural Trust (which is…. a lot of them).
I worked on strategy with the team, the website portion (design, development, infrastructure), was a set director on the photography shoot, and helped with some social media seeding and massaging. The idea was that we wanted people to think that the fictional ‘refitnessing center’ in the play was, in fact, quite real.
