JJ Raskin — BET Awards 24, OOH Campaign, Art Direction, JJ Raskin

BET Awards ‘24 OOH +
NY Subway Takeover

My Role: Designer

A finished BET Awards brand package, built by Superestudio, wasn't made to flex. I turned it into a talent-photography template that scaled across a nationwide OOH campaign, anchored by a 172-placement Herald Square subway takeover, and it became the standard for the campaign.

The Brief
The 2024 BET Awards brand package designed by Superestudio was built as a finished identity, not a system. Our out-of-home (OOH) campaign needed it to do two things it wasn't built for: flex across dozens of formats, and carry the talent photography central to our creative. The campaign's biggest demand was a full takeover of the Herald Square subway station, 172 placements deep.
The Solve
Rather than force-fit the package, I created a flexible template for the talent photography, one that worked no matter how compact or wide it needed to go, while staying true to the brand. The VP of Design selected my layout as the standard across the entire campaign. At Herald Square, that one system spanned surfaces that varied wildly: wallscapers, stairwell soffits, column beams, and turnstiles, each with its own dimensions and production demands. I also produced placements at the JW Marriott in Los Angeles, where the event took place.

Full Case Study

The Brief
The 2024 BET Awards brand package designed by Superestudio was built as a finished identity, not a system. Our out-of-home (OOH) campaign needed it to do two things it wasn't built for: flex across dozens of formats, and carry the talent photography central to our creative. The campaign's biggest demand was a full takeover of the Herald Square subway station, 172 placements deep.

The Solve
Rather than force-fit the package, I created a flexible template for the talent photography, one that worked no matter how compact or wide it needed to go, while staying true to the brand. The VP of Design selected my layout as the standard across the entire campaign. At Herald Square, that one system spanned surfaces that varied wildly: wallscapers, stairwell soffits, column beams, and turnstiles, each with its own dimensions and production demands. I also produced placements at the JW Marriott in Los Angeles, where the event took place.

Herald Square Subway Takeover