The media idea for this ad was made before. When I was in Italy, I made about ten pages full of media ideas and one of them was a poster that’s slightly out of its frame. I just didn’t know yet what to use it for. So when me and Alexander Carls worked on a D&AD briefing to make an outdoor ad for homeless organization Shelter, it totally made sense to use this idea.

As soon as the idea was approved by Jan and Dörthe from Jung von Matt, we started working on it. And we worked on it the entire quarter to make the idea perfect. As a result, we got a nomination at the D&AD student awards.