A concept we created to help e.tv launch their brand new, dance-themed reality TV show, Step Up or Step Out.

As the show was based around local dance moves, we wanted to create ambient advertising that was as street-level as the dances themselves. So, we decided on reverse graffiti as the advertising medium and selected busy pedestrian walkways for maximum visibility. By using reverse graffiti, we were able to create eye-catching silhouettes of different dance moves and dancers.