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: Don't fight the feed — leave it. GoPro was never meant to live in a scroll. It was built for the places that make you put your phone down.

Idea: "Live in the Live." GoPro exits the scroll and shows up in the real world — live footage streaming through OOH in the places experience actually happens. One feeling: get out there.

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

Execution: Live GoPro footage runs through digital OOH billboards like a real broadcast — live badges, location tags, all of it. Extended into festival takeovers and streamer partnerships built around the moments GoPro was made for.

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

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