LangChain OOH Campaign

LangSmith helps developers track and fix AI agents - autonomous software that often breaks in production. As the principal designer for this campaign, the challenge was to explain agent observability to someone walking past a billboard in fifteen seconds. Because the campaign ran in San Francisco and NYC, we leaned into the everyday preoccupations these cities are known for. Tracking macros at the gym. Rent eating your paycheck. Supervising a toddler in a stroller-packed neighborhood. Going to therapy. Each headline lands a dry joke that locals recognize as their own; each visual, a dumbbell, a lounge chair, a piggy bank, works at any reading distance. The system stays consistent across formats: deep navy, neon yellow accents, high-contrast photography and a clear CTA. The campaign ran for several months across wallscapes in SoMa, the Marina District, all across the city on 60 MUNI wraps, and transit shelter posters. Long-dwell formats carried the wordier concepts. Short-dwell formats stripped down to Fix your agents. Developer tools rarely buy out-of-home. Meeting engineers in their commute rather than their feed made LangSmith feel like part of the city, and gave existing users something worth photographing.

From the original award submission.