For City of Hope’s “Hope Is a Rising Tide,” we took the brand off the traditional media canvas and into the real world—transforming a four-story parking structure at Lido Marina Village into an immersive art installation created by 11 Southern California muralists.

The idea was rooted in City of Hope’s brand DNA, but expressed in an unexpected way: through art, place and human stories celebrating patients, survivors, caregivers and researchers. It’s the kind of brand activation we love—IRL, culturally connected and built to be experienced rather than simply viewed.

Sometimes the best way to get people to notice a brand isn’t to put another ad in front of them.

It’s to create something worth finding.

See the installation.