The world of social media and rise of the never ending Internet is soaring at it’s greatest, but that doesn’t mean that outdoor advertising, specifically billboards- is completely dead!
The latest response to billboards being out of sight, is exactly that – Seamlessly blending them into their surroundings.
Artist Brian Kane did a project called Healing Tool, which took over two digital highway billboards in Massachusetts. Healing Tool is a Photoshop tool that allows you to clone areas of an image to patch over other areas. Kan mimics this process by making the billboard space look like it’s surroundings.
Kane says, ” The goal is to provide a moment of temporary relief and unexpected beauty during the daily grind of commuting”.
Kane writes on his website. “During the day hours, a series of images from the specific location are shown on the display. We replace the missing background and create a magic dimensional window. A dynamic motion parallax effect occurs as the vehicle passes the location.
“During the evening hours, high-resolution images of the moon are shown. Synced to the daily phase, people can view the moon despite the effects of urban light pollution. An image of the Milky Way is shown on new moon night.”
The changing images give drivers “something to look forward to: a curious and abstract narrative over time,” says Kane, adding that the project is a form of “unvertising.”
“By removing the marketing message from the advertising space, we create an unexpected moment of introspection,” he says. “People are allowed to interpret an image based on their own experience, and not necessarily with the singular focus of the advertiser’s intent.”