Tension: Global causes fighting human trafficking, water access, and air pollution face the same cruel irony: the organizations with the most urgent messages have the least money to place them. A single billboard in Times Square costs over $2.5 million. The organizations trying to end generational crises operate on fractions of that. The result is a world where the loudest voices belong to the brands with the biggest budgets — and the causes that most need attention can't afford the room to speak.
How I looked at it: The brief was to make something famous with $1000. The brief gave us the creative problem: what if the billboard itself was the idea? We turned the media format inside out — instead of buying scale, we made scale irrelevant. A tiny billboard in a high-traffic location admits the disparity directly and, in doing so, makes the disparity visible. I served as strategist, photographer, and videographer — building both the idea and the documentation system that gave it global reach across social.
What I found: The constraint was the concept. Charities can't afford big billboards — so make the smallness the message. A miniature billboard in a high-traffic street makes an argument: these important causes shouldn't have to fight for space this small.
What I made from it: We built and placed miniature billboards advocating for global causes — human trafficking awareness, access to clean water, air pollution — in high-foot-traffic areas across NYC, CDMX, Sydney, Chicago, São Paulo, London, Berlin, Stockholm, and Tokyo. The billboards were translated into German, Spanish, Portuguese, and Mandarin to match the local context of each city. I photographed and filmed the placements, creating the visual documentation that became the campaign's spread mechanism. What started as a $1,000 intern project became a self-distributing global campaign through press and social sharing.
What happened: The project earned 9.5 million impressions in three days — entirely through earned media and social sharing, without any paid distribution. Press coverage appeared across advertising, creative, and cause-marketing publications globally.
9.5M impressions in 3 days. 9 cites, 5 languages. $0 media spend. 
Role: Strategist/Photographer/Videographer
Team: Yolanda Saetern, Jeff Tepper Mentors: Amanda Brencys, Diego Fonseca