In the spring of 2008 Texas Tourism decided to send a message to our neighbors up north. For the entire month of October we purchased all of the available media space in Toronto's busiest subway station to be completely taken over by our messaging. My partner and I decided to flood the station with our library of beautiful photography and encourage everyone suffering through a cold Canadian Autumn to simply "Head South" where Texas weather stills feels a lot like their summer. What follows is a collection of some of our more impressive pieces.
Every commuter entering the station was immediately greeted by our giant logo message, "Head South."
They were then funneled through one of two staircases, flanked on either side by panoramic views. Those heading back out of the station were treated to a stair-wrap that felt like the viewer was flying over Big Bend National Park.
We even wrapped the turnstiles.
Wallscape inside the station.
Messaging placed along the escalator route entering the track.
A myriad of posters lined the waiting platform.
