PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
Researching and working out the character's / employee's super powers.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
Researching and working out the character's / employee's super powers.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
Researching and working out the character's / employee's super powers.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
Researching and working out the character's / employee's super powers.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
I wanted to subtly place MuleSoft's logo on each superhero.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
I wanted 'Quota Crusher's' tie to be blowing in the wind.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
We had make up give Paul / Quote Crusher as rough and ready feel.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
'Quota Crusher' (Paul) final photography and production.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
I wanted to subtly place MuleSoft's logo on each superhero.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
I wanted to show speed and movement as 'Octocoder" was writing code.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
'Octo-Coder' (Blake) final photography and production.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
MuleSoft's 'Calling all Superheroes' campaign. San Francisco Train Station.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
Dr. Dev's weapon - His computer.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
I wanted to subtly place MuleSoft's logo on each superhero.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
I wanted Dr. Dev to have a wicked looking in his eye.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
Dr. Dev's weapon full photography.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
Dr. Dev installed on an outside pillar of the train station.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
I wanted to subtly place MuleSoft's logo on each superhero.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
It was important for our sales ninja to have really striking eyes.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
I gave our ninja a powerful stance with a contact utilized in a sword-like position.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
MuleSoft's 'Calling all Superheroes' campaign. San Francisco Train Station.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
'The Hunter' is holding a contact for perspective clients
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
I wanted to subtly place MuleSoft's logo on each superhero.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
Like arrows the hungers has more contracts in his quiver.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
Ross / The Hunter - full and final photography
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
James subtly holding his weapon - his computer
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
I wanted to subtly place MuleSoft's logo on each superhero.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
'Protector of the Stack' (James) final photography and production.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
Superhero employee artwork outside San Francisco's train station.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
Chris Payne presenting design ideas, direction and executions.
PROJECT: MULESOFT OUTDOOR ADVERTISING (TRAIN STATION TAKEOVER)
Chris Payne presenting design ideas, direction and executions.
Street Advertising : MuleSoft, San Francisco

In March 2016, MuleSoft took over and branded San Francisco's main train station (know locally as 'The Caltrain).

The brief was make MuleSoft look like a great place to work and attract and tempt San Francisco's extremely talented individuals to come and work for the company.

Working as a key member of MuleSoft's awesome creative team, we collectively produced over 30 different ideas, before settling on my concept. My concept was simple: I wanted to make current MuleSoft employees look like a collective league of superheroes, all armed and gifted with extraordinary skills and talents that makes them great at their job. This would be pared with a line of copy that would compliment both their job title and their superhero powers. The desired reaction would be to encourage other talented and skilled 'superheroes' that see the recruiting campaign to apply for a job at MuleSoft.

I art directed and designed the look and feel of the whole campaign, working closely with talented photographer / art director - Michael Hindman, creative and intelligent copy writer - Ken Grobe, young talent - Liza Gray and brilliant creative manager Veronica Kainz.

As the heartbeat of the campaign was MuleSoft employees - existing employees and future, soon-to-be-hired employees, I wanted cast real MuleSoft employees as the superheroes that would front the campaign. We set up a make-shift photo studio in one of MuleSoft's large conference rooms offices, and had a great and seamless two day photoshoot, inviting the chosen employees that would feature in this campaign to come and get photos taken in 3 hour periods.

I wanted all the models / employees to be dressed in normal everyday work clothes, however with a hint or reference to having superhero abilities and powers. For example we would make an employee's scarf blow in the wind to look like and hint at being a cape.

Following the photoshoot, in which we took over 2000 photos, we narrowed the photos down to the best 3 to work on post production effects as well as colour management.

We chose 7 different employees to be the face of this campaign and highlight their work-related 'superpowers'. These 7 superheroes where mixed in with typographic messaging to reenforce the message.