Quaker Oats Times Square

When Goodby launched their new campaign for Quaker Oats, they contacted Digital Kitchen to create the content for Times Square (both Nasdaq and Reuters screens).  The concept?  Create the tagline "Go Humans Go" out of well... humans.  

I also directed the live action, director's cut below...

Process

Figuring out the letterforms, timing and compositing was a challenge but fun.  We found the tallest stage in Chicago and calculated the widest lens we could use (without too much barrel distortion) to capture one letter at a time with as many people as possible.