Ryan “Alpha” Romero

this is the beginning


Web 2.0 was all the rage and Pepsi wanted to foster a feeling of collaboration among their fans. So we developed a massively co-created art piece that allowed people all over the country to contribute. Stencils were designed by up-and-coming artists and illustrators (including Tara McPherson) and users flooded the site.

In the end, Pepsi took a still frame of the art piece and converted it to a billboard in Times Square to create the world’s first multi-user generated billboard.