There's a simple rule to effective outdoor advertising: less is more. Try to stick to one benefit or promise. Unless you're speaking to a target audience that is stuck in traffic, assume they have only a few seconds to read your message. Simply put, If you try to say everything, you'll communicate nothing.
I had the opportunity to document a Northwest, wild-posting phenomenon: Beautiful Angle. Guerrilla poster artists Tom Llewellyn and Lance Kagey, (creators of the movement) and guest artist Stan Shaw (graphic novel artist for “Sunglasses After Dark”) collaborate in a basement in Tacoma on a poster that honors Black Lives Matters. As is the tradition of Beautiful Angle, posters are spontaneously posted around Tacoma, only to be snatch up my loyal followers and art lovers. As you'll see, often posters don't even get the chance to be posted. Camera work by Tom Owen and Nathan Blanchard. Music by Yan Volsy, courtesy of APM.