LIVE IN THE LIVE

Client: GoPro

Problem: GoPro is built for real experience. But the culture around it had shifted — content was getting more polished, more performed. The camera for living was losing ground in a feed built for posing.

Solution: People stopped living in the moment and started filming it for later. GoPro doesn't just capture that — it's the antidote to it.

Idea: "Live in the Live." Take the live-stream format out of the phone and into the physical world — turning OOH into real-time footage windows with live badges and location tags.

Execution:Digital OOH streams live GoPro footage into billboards and installations complete with live badges and location tags. Festival takeovers and experiential extensions bring the platform into the moments where experience is actually the point — supported by streamer partnerships that show the camera in real action.

Impact:Reframed GoPro as the camera for living, not posting — and gave the brand a platform that stands for something in an increasingly performative content landscape.

My Role:Concept development and art direction — platform design, live OOH system, and experiential integration.

Spec project, photography used for directional purposes. Final imagery would be custom shot.