San Francisco agency Camp + King created this unusual Valentine's campaign for Emily McDowell, a former advertising creative who now runs the stationery and gift brand Emily McDowell Studio. The agency used a projector to cast art and copy from McDowell's love notes onto the notorious fog that hovers near the Golden Gate Bridge, along with McDowell's website address encouraging people to go to her site and see her full range of cards. Witty messages such as: "There is no one else I'd rather lie in bed and look at my phone next to" hover in the sky as San Franciscans look on in this video, filmed by C+K and production company Immersive.
C+K is also asking fans to send their "stories of perfectly imperfect relationships & love" to the artist's email address (firstname.lastname@example.org). Some submissions will be incorporated into the Valentine's fog projections, while others will be paired with designs and become personalized V-Day cards on McDowell's Instagram page.