For the launch of Shell V Power, the challenge was to bring a product associated with performance and power into one of the most competitive advertising environments in the world. Rather than broadcast a message, the ambition was to invite people to become part of it.
Working alongside Shell and agency partner JWT, we led the creative concept of transforming Times Square into a live, participatory moment. A dedicated photo booth invited passers by to step in, have their photograph taken, and personalise the experience with their name.
Each image was moderated in real time and then pushed live onto a large digital out of home screen, giving participants their moment in the spotlight within one of the most iconic public spaces in the world. The experience turned spectators into contributors and transformed advertising into shared theatre.
Over a six hour period, more than 600 people chose to take part, demonstrating how participation and visibility can turn brand messaging into something people actively seek out. By blending personal recognition with public scale, the activation aligned Shell V Power with confidence, performance, and presence.
