Outdoor · Guwahati Mart
Monsoon Sale Outdoor
A rain-proof outdoor campaign of hoardings, bus shelters and auto-rickshaw backs that read in under two seconds.
01Overview
Nobody reads a billboard in the rain. So we made one you don't have to.
02Problem
The previous sale creatives crammed twelve offers onto every hoarding. From a moving bus at dusk in the monsoon, they were unreadable.
03Process
I tested every layout at two seconds: printed thumbnail, arm’s length, one glance. If the offer wasn’t readable, it was cut.
- Generated forty umbrella concepts with Midjourney to explore quickly, then rebuilt the winner as a clean photo composite.
- Locked a three-part grid (image, offer, logo) that holds from 40×20 ft down to a sticker.
- Pre-flighted every file for the vinyl printer with bleed, CMYK and rich-black type.
The rough comp and the final are nearly the same layout. That was the point: the idea was clear before the pixels were.
↔Before vs after
04Result
One offer, one image and one colour per format. The system scaled from 40-foot hoardings to auto-rickshaw backs without redesign.
- Footfall uplift during sale week
- 27%
- Formats from one key visual
- 9