A two-week Wild Posting® campaign surrounding New York Comic Con that activated high-density NYC neighborhoods, generating 37.8 million impressions through strategic placement and bold creative execution.
Total Impressions
Strategic Locations
Weeks Duration
Creative Designs
VRG GRL is an Australian clothing brand that creates original pieces designed to inspire women to discover their style and build confidence. It helps women “express who they are through what they wear.”
The client wanted to promote The Dance collection, which dropped in early September 2024 in partnership with Dutch model Daphne Groeneveld. The campaign start date was September 23, 2024.
The client booked a hand-painted mural in Los Angeles (LA) and a printed wallscape in New York City (NYC). LA was easy to source and book, but finding and booking the client’s favorite location in NYC proved more challenging since our date was a little after New York Fashion Week. Other advertisers (mainly fashion related) tend to come in and book the best inventory for the entire month of September because of this.
The client came to us with the vision of booking a hand-painted mural and/or printed wallscape featuring Groeneveld.
The campaign’s photoshoot was set against the picturesque backdrop of Capri, Italy. The collection showcased feminine, detailed pieces and layered looks, harmonizing with the island’s scenic beauty.
The client wanted to book larger and more premium placements to emphasize the textures, colors and elevated sea views, with Groeneveld embodying the collection’s essence.
This strategy leveraged high-impact locations to maximize brand visibility and engagement. The hand-painted mural on Melrose Avenue in LA capitalized on the area’s vibrant street art culture, attracting locals and tourists while encouraging organic social media sharing and a perfect content-capture moment for VRG GRL’s socials.
Printed wallscape in SoHo for VRG GRL’s ‘The Dance’ collection featuring Daphne Groeneveld, placed in a high-traffic fashion district.
Meanwhile, the printed wallscape in SoHo positioned the brand in a premier fashion district with high foot traffic, ensuring exposure to trendsetters and influencers. These placements strategically immersed VRG GRL in fashion-forward communities, reinforcing its brand identity and driving consumer engagement in key U.S. markets.
High-traffic downtown corridor
Bushwick creative hub
Queens pedestrian artery
Local community crossover
East Village nightlife zone
Midtown commuter intersection
VRG GRL has a healthy 1 million followers on Instagram, where it posted videos showing the behind-the-scenes implementation of the LA and NYC ads. Influencer Ashley Walseman also posted about the new collection on Instagram.
The client contacted us in May to discuss its goals and ideas. By the end of the month, we had sourced hand-painted walls and printed wallscapes in LA and NYC in hip, trendy and fashion-forward areas — primarily SoHo in NYC and Melrose, Fairfax and West Hollywood in LA.
In June, we pitched the proposal and reviewed various options with the client, persuading VRG GRL to book just one painted mural in LA (at Melrose Avenue and North Genesee Avenue) and a static unit in NYC due to budget purposes and limited inventory in New York.
The client discussed the options internally for a month and decided to narrow down its selection based on our past conversations. We pivoted from their initial selected location in NYC because a competing advertiser had booked and found another location in the SoHo area (at Spring and Varick) that was still available and within budget.
We beat out competing bids with the client and won the business, providing the client best practices for hand-painted mural creative designs and the specs.
In August, we received two color-accurate art proofs for our painters in LA and the final art file for proofing for the printed wall in NYC.
In September, we booked a videographer to capture a 15-second video package to include drone, time lapse and pre- and post-production. The same month, we installed the hand-painted mural and printed wall.
The campaign generated more than 2 million impressions over four weeks — 991,260 total impressions in New York City and 1,054,112 total impressions in Los Angeles.
“The client knew from firsthand experience that we provided high-quality work. Our relationship with our hand-paint and static wall vendors really helped us outperform the competition and win out on rates without diluting the value of the media offering.”
Rodolfo Queiroz
Wild Posting®