Role: Concept Development · Art Direction · Motion Design

Credit: The Refinery www.therefinerycreative.com

This concept positioned the Impractical Jokers as true New York fixtures, just as much a part of the city as the wheatpaste posters, graffiti walls, and scaffolding that cover its streets.

The idea was to plaster the Jokers across the city in a way that feels raw, authentic, and undeniably New York. By borrowing the visual language of street art, the campaign connects directly to the Jokers’ roots while standing out against traditional TV marketing. The Jokers are gritty, funny, and inseparable from the city itself.

I developed mood boards and mock-ups and assets to sell the concept internally, which we then took to agencies and tasked with motion design.