Problem How can The Black Tux build upon their online presence and success? Solution By creating an immersive OOH campaign designed to drive target audience engagement. Background This transformational direct-to-consumer brand had been built entirely online. The brand wanted to take the aesthetic it had thoughtfully cultivated across online and social channels and manifest it in the physical world by using out of home to showcase actual customers wearing The Black Tux products on their wedding or other special event. Careful consideration was given to select the best medium for the campaign — it had to provide a suitable backdrop for the user-submitted imagery and connect with its audience in a way the special content would resonate. Objective Although TBT’s products

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