For a month, Y-3’s new SS11 campaign is taking over the corner of Houston Street and Broadway in New York City’s Soho neighbourhood. To launch the campaign with painted billboard, Y-3 produced a time-lapse video showing the creation of the massive signage.
The billboard takes up a space of 48 x 38 feet, and was painted by Colossal Media Group. It features an image from the Y-3’s communication campaign for SS11 shot by Jacob Sutton, and styled by Jay Massacret featuring model Jacob Coupe.
The high-speed video showcases the painting being done over a few days time compressed down to one minute.