There are easier ways to spend a summer than learning legal tech. For example: learning cardiothoracic surgery or teaching a cat to respect boundaries. But when ONTRA came calling, they needed someone who could do two things at once: 1. ) build a strategic foundation for a brand in a notoriously opaque category, and 2. ) learn to speak fluent private markets legal workflow without spraining anything. The assignment was simple in the way only impossible assignments are: create an OOH campaign that could stop people mid-stride and make sense to the people who do this work for a living.
What follows is the campaign that ended up all over Boston, London, and Midtown Manhattan — including a full takeover of Grand Central Station and an entire fleet of MetroNorth trains. Ben Waldman (see his website here) brought the sharp eye and steady hand that made the whole thing sing. Months later, I can still hold my own in a conversation about legal tech. But please don’t test me on it.
ROLE: Strategist, Creative Director, Copywriter
