The creative inspired the media and the media evolved the creative execution. The concept was re-worked once the location was found because it provided the opportunity to use two bulletins and the roof of a building which gave the tower greater dimension. The original concept was based around creating build-outs from one billboard. The final Tower with barbed wire and guards looked chillingly real and the lighting helped draw attention to the site.

The Oz Guard Tower was close enough to Times Square to get heavy traffic (500,000 daily/17.5MM total) and just far enough to avoid the high price tags associated with Times Square (50% of the typical Times Square media cost). An article in Entertainment Weekly provided an additional 1.8 Million.