The El Mero Muro Mural Billboards project was created in partnership with the City of Austin to introduce bilingual and/or Spanish visual messaging to downtown Austin. The murals could not explicitly promote exhibitions with the Mexic-Arte Museum, so I worked with artists to craft messages of familiarity, inclusion, and immediacy. Messages ranged from insider whisper words, subverted popular phrases, and bespoke commentary on current events.
This campaign was in part launched to a) give the popular mural wall an identity, 2) secure it's location as a source of powerful artworks, and c) provide a method to measure interaction with the mural wall. Filtering with the #elmeromuro hashtag, the first six months saw over 17000 impressions and 2500 engagements, far exceeding previous estimates.