Penn Station Takeover x Death Wish Coffee Co.–OOH Campaign | Creative Direction & Campaign Design

The Challenge
When commuters barrel through New York’s Penn Station, they're exposed to innumerable distractions, everything from street performers to the occasional surreal sight—without a second glance. To stand out in that chaos, Death Wish Coffee needed an attention‑grabber bold enough to interrupt the grind. The brief: disrupt the morning routine and leave commuters, and the press, talking.

My Approach
Armed with humor, shock value, and visual audacity, I led the creative strategy and design for a month‑long takeover of Penn Station. We deployed a series of humorous, irreverent OOH billboards and posters, ranging from product focused exclamations to tongue-in-cheek posters that turned the mundane commute upside-down. The goal was to shock with wit—and make the morning commute a bit more fun.

The Outcome
We shattered perceptual noise in the busiest train station in the U.S., generating over 33 million impressions and dramatically boosting brand awareness on a national scale. The campaign became a social talkingpoint—leveraging the shock-and-laugh factor to cement Death Wish Coffee’s fearless brand identity

Why It Stands Out
This project embodies my ability to create high‑impact experiential campaigns that don’t just exist in the scenery, they command attention. It's a testament to how strategic humor, simplicity and creative boldness can turn everyday spaces into memorable brand moments—reinforcing both identity and reach in one powerful sweep.