Context & Challenge

Led One is a high-visibility LED screen located in the heart of the city, facing the main square and diagonally across from one of the busiest bars in town. I was hired to create an audiovisual piece that would demonstrate the real impact of the screen, not from a technical standpoint, but from an emotional one: could we make someone stop, look, laugh, and remember what they saw days later?

I knew it wouldn’t be easy:

  • The screen has no sound.
  • People walk by quickly and tend to avoid advertising.
  • No one wants to see “ads.”

So I thought: what if instead of an ad, I gave them something they couldn't ignore?

Client

Led One - Impormot

Services
  • Creative Direction
  • Concept & Narrative Development
  • Audiovisual Production (AI-powered)
  • Visual Strategy for Outdoor Media

The Idea

I developed a disruptive piece for the brand Impormot, a motorcycle parts store. But I didn’t show motorcycles. Instead, I told a visual micro-story based on a real issue: small-displacement motorcycles, due to their lack of power, often compensate with loud, annoying exhausts. That noise is a daily nuisance, and I used that discomfort as a starting point. .

I put myself in the shoes of those who suffer the most from that sound: elderly people standing on the sidewalk, visibly annoyed, watching a loud motorcycle go by. That was the first impact. The prejudice. The familiar. Then came the twist: seconds later, those same seniors appeared happy, wearing motocross helmets, posing like extreme riders. Not only did they understand the code, they joined in on the noise. All generated with AI.

I turned negativity into complicity. Reality into absurdity. Complaints into laughter. A grotesque visual: elders on motorcycles, in a universe that doesn't exist, but one no one can look away from.

Visual Strategy

  • Fast-paced rhythm and visual hooks to grab immediate attention.
  • Typography and layout designed to be read on the move.
  • Narrative designed to work without sound.
  • Humor and surprise as triggers for memory and word-of-mouth.

Results

People didn’t just look at the screen, they stopped, laughed, and talked about the video. Spontaneous comments like “Did you see the old guys on the bikes?” started circulating days after.

Additionally:

  • I proposed installing a camera to count how many people look at the screen (currently in development).
  • The content was organically shared on social media.
  • The screen increased its appeal to new brands: Led One used this activation as a case study to sell more ad space.

With this action, I didn’t just create entertaining content, I demonstrated the true value of the screen as a medium. A soundless piece, out in the street, surrounded by noise and distraction, managed to grab attention and stay in people’s minds. And that’s exactly what Led One is selling.

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Let’s talk

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