RE2PECT Hat Tip
In 2014 Derek Jeter was retiring. As part of an award-winning integrated campaign we gathered respect for The Captain with an interactive out-of-home project. Taking its lead from the TV spot, this effort allowed fans to tip their hats at multiple locations in NYC (Yankee Stadium, Flight 23 and Terminal 23 to name a few) and see it projected on the 34th Street and 7th Avenue billboard. Tapping into a security camera mounted on an adjacent building, we took a snapshot of each participant's moment on the billboard. Each photo was then emailed directly to participants asking them to post it with hashtag #RE2PECT. The entire experience was largely automated, powered by a backend build that employed After Effects and an in-house custom asset management interface capable of accommodating as many participating fans as we desired.
