Phantom Billstickers and New Balance turn the street into a gallery

New Balance, Mediahub and Phantom Billstickers have launched a street-level installation for New Balance sneaker, the 204L.

The campaign treats three super frames as one continuous canvas, unified by custom lighting that were engineered specifically for this installation.

The result is something that feels less like outdoor advertising and more like a fashion editorial that’s escaped onto the street, says Phantom Billstickers.

A sense of motion and tension

A single image spans the illuminated panels: a centrally positioned figure in dark tailoring, with white tulle extending across all three panels in one continuous movement, which appears to billow and suspend in mid-air.

At night, the site reads like a curated exhibition space, says Phantom Billstickers, with the image isolated against the surrounding darkness and given a presence that exceeds the format.

Precision at scale

Tom Horton, Phantom Billstickers brand general manager, says the execution reminds people that outdoor media can operate at the level of gallery installation when the creative and the production are both willing to commit.

“New Balance came to us with an image that deserved more than a single frame. Spreading it across three supers with custom lighting gives it the room and the drama it needs. This is out of home at its most refined – minimal, bold and built with real craft. The street becomes the gallery.”

The New Balance 204L campaign is live in Ponsonby and will remain on display throughout the promotional period.

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