Being Heumann: Chalk Stencils on the Walk Up to the DGA

Phase 01

The brief

Jellyfish needed stencils on the walk up to the Directors Guild of America at 7920 Sunset Blvd for an Apple TV screening of Being Heumann. Every piece had to sit on the public sidewalk within a short walk of the entrance, be live before guests arrived, and be fully gone that same night.

Phase 02

Placement

Five spots on the approach: the ramp at the DGA's main walk up entrance, the curb cut at Sunset Blvd and Hayworth Ave, the sidewalk at the Hayworth Ave garage driveway, the sidewalk outside SP+ Parking at 8000 Sunset Blvd, and the Sunset Blvd sidewalk at the Fairfax Ave crosswalk.

The creative calls out ramps and curb cuts, so the stencils went down on and beside them, right where guests walked in.

Phase 03

The creative

Two 30x30 ground stencils in chalk paint. One reads "This ramp didn't happen by accident", the other "This curb cut didn't happen by accident", both with the Being Heumann title, the 11.13.26 date and the Apple TV mark.

Every stencil got a QR sticker. The crew sprayed black or white chalk paint depending on how light the concrete was at each spot, so the message read clean on every surface.

Phase 04

Execution

Install started at 7AM on Sunday, October 11. All five placements were down before the screening opened at 8AM.

During the event, two stencils in front of the DGA were flagged. A member of the client team reached out and the crew removed both on the spot, then added four new placements across the street to make up for them. The day finished with nine installations, more than the five planned.

Phase 05

Removal and proof

The screening ran until 3:15PM. That night the crew cleaned every stencil with graffiti remover so the DGA was clear for its events the next day.

The crew photographed the placements on site. Every photo is geotagged and time-stamped, from the first install shot at 7:15AM to the afternoon set across the street.