Year
2018
Client
Xandr
Service
Event Design
Location
Cannes France
Cannes Lions
Xandr Cannes Launch Installation
Role: Creative Director
Conceived and executed Xandr's launch activation at Cannes Lions, wrapping the Intercontinental Hotel in a large-scale installation featuring only the brand's URL—no messaging, no explanatory copy.
Challenge
Introducing AT&T's new addressable advertising platform at the industry's most saturated event without adding to the noise of traditional advertising and messaging.
Approach
Created a minimalist, Cristo-inspired building wrap that relied entirely on visual impact and mystery to generate intrigue. The installation, visible from ground level and air traffic, featured only a URL, allowing curiosity to drive engagement rather than explicit messaging.
Outcome
The silent launch generated industry conversation and media coverage including AdAge, establishing Xandr's presence through an unconventional approach that demonstrated the brand's understanding of attention economics in advertising.






