Living Language

Faces of the Resolution

New Year’s resolutions are personal, but the wish to try something new is universal. For Living Language, I saw an opportunity to connect that familiar moment of possibility with the idea of learning another language.

I led an interactive billboard experience in Times Square that invited people to become part of the message. Rather than simply tell them what Living Language could help them do, we put their own ambitions at the center of the campaign.

Participants chose from a selection of New Year’s resolutions, which were translated into different languages and written on the billboard alongside a live, hand-drawn portrait of them. On-site sketch artists gave each contribution a human face, turning a brief encounter with the brand into something personal, recognizable, and shareable.

As the day progressed, the blank surface became an international collage of faces, languages, and aspirations. Each new portrait added to the larger story, giving passersby a reason to stop and participants a reason to stay, watch, and find themselves in the finished piece.

That personal connection also created a natural invitation to share. Guests could photograph their “Sharpie selfie” and post it socially for a chance to win Living Language products, carrying their own part of the billboard beyond Times Square.

The experience brought the brand’s “New Year, New You” message to life through the people it hoped to reach. A language-learning promise became a public expression of what people wanted to do next, one portrait and one resolution at a time.

My Role

Creative strategy, concept development, creative direction, consumer journey, design oversight, fabrication oversight, production oversight, and on-site execution.