Concept Work: Proposed campaign platform encouraging people to step away from curated feeds and start living in the live, using GoPro to bring in-the-moment experiences into the physical world.
Challenge: Cut through a culture dominated by staged content and reposition GoPro as the camera for real experiences.
Insight: People scroll through life. GoPro lets them step into it.
Creative Direction: Build a bold platform around “Live in the Live.” Translate live-stream UI and social mechanics into the real world, turning OOH into dynamic windows of experience instead of static ads.
Execution: Digital OOH streams GoPro footage directly into billboards and installations, complete with live badges and location tags. Festival takeovers and installations extend the platform, supported by streamer partnerships that highlight the camera’s versatility in action.
Impact: Reframed GoPro as the camera for living, not posting, encouraging participation over passive viewing.
Role: Concept development and art direction across the platform, including live OOH system design and experiential integration.
