We created a painted billboard featuring Grace, which became gradually weirder based on fan suggestions on social media.

First, we painted a standard portrait of Grace Helbig on a wall in Brooklyn. Grace tweeted a photo of the wall and gave her fans options of what should be added to the picture. Over the course of the week, Grace was adorned out with a full-body snuggie, a mess of chinese takeout, and a hyperactive dog. By the end of the week, Grace’s avant-garde ad was being posted by fans on Twitter and Instagram, helping it build the campaign organically.

Grace’s tweets reached 1.2 million followers, and earned hundreds of replies and retweets from fans on Twitter and Instagram. Fans posed with the mural, shared it to their social networks, earning reach far beyond the purchased wall placement.