Normally, in a big brand campaign, it’s standard practice to give all of your major talent plenty of space. But we did things a little differently and squashed them in tight – quite literally into custom made cubic spaces built to the dimensions of each OOH format. We shot them individually, posing them with interlinking limbs,interacting eyelines and pressing them up against the sides of the ‘poster’, then carefully combined them in post. Each person was styled in a look with their signature colours and occasional prop to keep them in character – this heightened the group's visual contrast whilst demonstrating characteristics they’re most known for.To complete the illusion of being trapped together inside the billboards, our talent broke the fourth wall with their gaze out towards the public. The headline and logo were treated in a clashing neon yellow vinyl with texture from added ripples, bubbles and tattered corners.