Solution

Legal tech is usually a pretty buttoned-up industry, with not a lot of fun brands out there. So, we decided to go for two billboards in the North End of Boston that played off each other. Having two allowed us to show the industry we’re in, highlight what our product can do, and bring in our brand character (Paul) and time travel theme from the campaign. We also added a bit of local humor with a nod to The Godfather, giving a playful wink to the North End's "history."