Philips Hue: Brighten Up Your Commute

Art Direction · Concept Development · Copywriting · Experiential Design · Ambient Advertising

The brief was to design an ambient ad that brings a community together through a tangible product. For Philips Hue, I took that underground, to one of the least homey places people spend time every day: the London Tube.

Touchscreen kiosks on the platforms and by the escalators at Canary Wharf let commuters set the mood of their own station. The controls are modeled on the Hue app, with sliders for the lights over the benches, the ceilings, and the escalators. Anyone waiting for a train can change the colors, so the people on the platform end up shaping the space together.

Above the escalators, the Tube map glows in Hue colors. The whole station turns into a demo of what Hue does in a living room, and that's what the line "make yourself at home with Philips Hue" is getting at.

I developed the concept, wrote the copy, and led the art direction and experiential design.