A Billboard Designed to Be Undressed

For a show called Dating Naked, the advertising could afford to lose a few layers.

To build awareness for VH1’s series, I helped turn a billboard into a live, participatory experience. Rather than simply showing the cast, the installation invited passersby to undress them, bringing the show’s playful premise into the street.

Guests peeled panels from the billboard, revealing new creative beneath the cast members’ clothing. Each removable tab offered a prize, giving people another reason to participate. The gradual reveal made the installation an unfolding spectacle, with each person’s interaction changing what the next visitor encountered.

On the reverse side of the billboard, the Nudifier app invited guests to see themselves “in the buff” without removing anything. It extended the idea from the cast to the audience, giving people a personal, playful moment to capture and share.

After the live activation, the billboard remained in its stripped state for two weeks, carrying the tune-in message forward. The event became the advertising, leaving behind a reminder of both the series and the experience.

Recognition

Gold PROMAX Award for Best Experiential
Silver OBIE Award

My Role

Creative strategy, concept development, creative direction, and design oversight.