WildCard (we named it) is the Exploratorium’s large-scale art installation that has to be personally witnessed (and walked through) to be believed. It’s a phenomenon that requires active participation. We took that idea to heart by intentionally making our creative marketing transport people into that cardboard reality.
Cardboard is the classic childhood medium of imagination. The playful, DIY, 3-D aesthetic of our ads honored that kid-like curiosity on outdoor shelters, street pole banners, wild postings, and Bay area tourist buses—teasing the alternate world that visitors would inhabit at the WildCard exhibit.