The campaign turned traditional media into an exhibition space that celebrated our consumers. Spaces include station dominations, interior, train wraps, trams, bus shelters, newsstands, sequential billboards, large painted murals, outdoor elevators, parking garages and store fronts. Each location featured a uniquely-curated combination of portraits, minimally branded with gallery-style panels to introduce the art and campaign.

Additionally, we created a virtual-reality experience that let visitors step into the Chucks in the portraits: a famous street artist, a zombie actress, an urban explorer and a celebrated musician. Access was delivered via an app, with Cardboard VR Goggles and mobile device-only viewing modes.