THE PASSION PROJECT

CLIENT
ALL THE LOVERS OUT THERE

CREATIVE AGENCY
COLOSSAL MEDIA

MARKET
NEW YORK

WALLS
11

Throughout the year we set aside time for research and development. Our main goal is always to give the team an opportunity to level up.

We push our Creative Studio to craft a killer concept, we challenge painters with artwork that’s out of their comfort zones, we task our Content Studio with exploring new forms of branded entertainment, and we get our Mad Science division to test special paint applications. This initiative takes on a new format every few months. In January 2019, it was the Passion Project.

The Passion Project invites everyone to commiserate over a modern-day truth: romance is weird. The roses have wilted and we’ve eaten all the chocolates; now, all we’re left with is eggplant emojis and farts.

The project includes 11 murals placed along key corridors in Williamsburg, Bushwick, Red Hook, and Manhattan. The team’s intimate knowledge of each neighborhood allowed them to create hyper-specific pieces of art that quickly caught the attention of local demographics.

TOO-TRUE ROMANCE

Our keyword was empathy. We wanted people to look at these murals and think, “I’ve been there,” regardless of their gender or relationship status.

LIP SERVICE

The murals are supported by photos and videos that continue the experience on Colossal’s Instagram page. Additional user-generated content has shown the community’s support for the campaign — dozens of Instagram photos popped up in the campaign’s first week, and engagement has climbed steadily ever since, thanks to posts by local publications like Greenpointers and Yes Williamsburg.