AR.IO: They owned the internet. Now you do.
Creative direction for a Times Square takeover on digital ownership.
TL;DR
A bold, plain-spoken line to reframe AR.IO's mission for everyone: the internet shouldn't be rented, it should be owned. I led creative—from concept and copy to art direction and motion—culminating in a Times Square takeover and social cut-downs that pointed viewers to a simple explainer and live product demos.
Concept
Flip the power narrative. Use unapologetic typography and clean motion to land a single idea: the permaweb turns users into owners. Minimal design, maximal clarity; no jargon, just a promise you can remember.
Experience & Channels
- Times Square OOH: hero line + animated lockups that resolve to "Own it with AR.IO."
- Motion system: short loops built for street legibility, adapted to social and site hero.
- Landing & explainer: 30-second walkthrough of "own vs. rent," with routes into real product surfaces.
- Partner tags: optional lockups for ecosystem collaborators without diluting the message.
