Building on Rochester Institute of Technology’s growing success with out-of-home advertising, our OUTFRONT Studios team expanded the 2025 campaign with a more expressive approach. Referencing archival imagery of RIT’s mascot, I designed and modeled a stylized 3D version of Ritchie, taking creative liberties to enhance his personality and emotion.

To support the theme of “power[ing] your future,” we developed an animated sequence of Ritchie collecting “Objects of Empowerment”: visual metaphors for to the school’s academic and extracurricular pathways. The final piece launched as a large-scale 3D anamorphic animation on a premiere NYC digital placement facing Madison Square Garden.

This marked OUTFRONT’s first in-house 3D anamorphic execution and a first-to-market use of the medium for a university in the OOH space. I also contributed copywriting for the campaign’s station domination placements, extending the concept across environmental and transit touchpoints.