Agency: GTB (WPP)
Role: Associate Creative Director

C-MAX Live redefined out-of-home advertising by merging traditional media with real-time social engagement. Instead of just showing people an ad, we made them part of it.

We placed 68 unique boards across the top 10 C-MAX markets—from malls to movie theaters and event spaces—each designed as a frame in a larger animation. When people took a photo with a board and posted it on Instagram with #cmax, our custom barcode and image recognition system stitched together the frames in the correct order to form a dynamic, ever-evolving animation.

Users could then visit cmaxlive.com, log in with Instagram, and search for themselves or their friends to see the full animation—populated entirely by real people.

This interactive approach not only generated engagement but also introduced audiences to the hybrid and electric versions of the C-MAX in a way that was fun, immersive, and shareable.