PicsArt: "Unboring Boring" – Weaponizing the Mundane.
ROLES: Campaign Creative Direction, Strategy
& Concept Development, Film Direction,
Photography Direction, Billboard Design
Outside of Portland, Oregon, sits a little town on the way to Mount Hood perfectly named Boring. But don’t judge a book by it’s cover, or a town by it’s name, Boring is a thriving town that is anything but Boring.
We set out to Unboring Boring, working with three local businesses to improve their visual design using Picsart, to prove to small businesses, creators and all “non-designers” that they too can easily unboring their identity using Picsart.
The campaign launched with four campaign videos on all streaming services and 70 billboards, bus wraps and bus stations.
The Challenge: In a world saturated with manufactured excitement, how do you prove the transformative power of a creative platform on the most unremarkable subjects? The mandate for "Unboring Boring" was audacious: take the utterly commonplace – a brick wall, a stapler, a sidewalk – and ignite it with such unexpected artistry that it forces a re-evaluation of what's possible. This wasn't about showcasing features; it was about demonstrating the raw, liberating force of creativity inherent in PicsArt.
My Strategic Directive: As Senior Art Director, my strategy was a direct confrontation with apathy. This campaign wasn't just a visual exercise; it was a manifesto for creative rebellion. I conceived a visual language that systematically dismantled the ordinary, revealing the extraordinary hidden within, positioning PicsArt as the ultimate tool for this subversive alchemy. We didn't just make things less boring; we annihilated boredom itself.
Leadership & Problem-Solving: I commanded the creative vision from conceptual inception to its striking execution. This involved:
Identifying the Unseen: Pinpointing the most archetypally "boring" subjects that offered maximum potential for dramatic, visceral transformation.
Orchestrating the Unexpected: Directing the visual narrative to ensure each "unboring" outcome was not just surprising, but also conceptually resonant and technically brilliant, pushing the boundaries of what users perceived the app could achieve.
Cultivating Creative Freedom within Structure: Empowering the creative team to explore radical interpretations while maintaining a cohesive, impactful brand message that celebrated PicsArt's power.
Delivering a Universal Truth: Solving the problem of demonstrating complex creative tools through simple, universally understood visual metaphors that resonated with a global audience.
The Impact: "Unboring Boring" wasn't just a campaign; it was a revelation. It shattered preconceived notions of everyday visuals, proving PicsArt's capacity to democratize and unleash profound creative power. This strategic art direction didn't just drive engagement; it redefined the very act of seeing, solidifying PicsArt's position as the indispensable catalyst for creative liberation.
OOH
Starting in Portland, we rounded out the campaign with 70 billboards, bus wraps and bus stations. Our goal was to never see the same billboard more than once, and to celebrate the three businesses of Boring, Oregon. The billboards went on to live in New York, Los Angeles and San Francisco, and the four videos showed locally in Portland theaters.
