A comprehensive ad campaign for Grayscale Investments, immersing commuters in a vibrant experience at Grand Central Station, in collaboration with ELE.
The goal was to create a visually stunning and immersive experience at Grand Central Station, capturing the attention of New York City commuters and positioning Grayscale as the leading expert in cryptocurrency investing. By celebrating Grayscale’s tagline, ‘Crypto Investing Begins Here,’ the campaign aimed to draw attention to the new frontier of investing.
We collaborated with ELE to develop a comprehensive design strategy, placing over 120 ad installations throughout Grand Central Station. The campaign featured massive 3D CGI expressions of Grayscale’s brand wordmark, large format posters, illuminated light boxes, and LED displays. These elements were designed to create immersive zones of color, with areas dressed entirely in blackberry, coral, or key lime, providing a unique and captivating visual experience. Commuters were made to feel as if they were stepping into a different universe, highlighting Grayscale's innovative approach to the financial sector.
The Grand Central Station Domination campaign successfully captured the attention of thousands of commuters daily. The immersive and visually striking design reinforced Grayscale's position as a leading expert in cryptocurrency investing. The use of bold, unconventional colors for the financial sector helped Grayscale stand out in the crowded New York City subway system, driving increased brand awareness and engagement.
