Serval

Out-of-home

Role: Creative Director
Where: San Francisco, New York & Las Vegas
When: 2026 (SF in spring, Las Vegas throughout the year, New York in summer and fall)

An out-of-home campaign for Serval, in San Francisco, New York, and Las Vegas. One idea, said a lot of ways.

San Francisco

We started at home in spring 2026, with hundreds of placements across the city. BART tunnel wraps, buses wrapped in “We’ll take IT from here,” an “IT’s a vibe” mural, and walls everywhere. Type-driven and graphic, inspired by Barbara Kruger. If you commuted through SF this spring, you saw it.

A BART station passageway wrapped in purple Serval posters reading “it’s Serval now” and “Move IT forward.” — The BART tunnel, on the way to work.

Commuters walk through a purple BART passageway lined with Serval posters reading “it’s Serval now” and “Consider IT solved.”

Aerial view of a billboard reading “We’ll take IT from here.” on a white building, with the San Francisco skyline behind. — We’ll take IT from here.

A roadside billboard reading “We’ll take IT from here.” beside a donut shop, as a car blurs past.

A Muni bus wrapped in “We’ll take IT from here.” and “it’s Serval now,” blurred in motion.

A painted wall ad reading “IT’s a vibe.” high above a downtown San Francisco corner on Bush Street. — IT’s a vibe.

Serval posters reading “We’ll take IT from here” and “it’s Serval now” fill the arched windows of an ornate corner building.

New York

Then we took it to New York for the summer and fall, with hundreds more placements. A full Grand Central subway takeover, Times Square, Manhattan buses, Fulton Center, Bryant Park, and street-level placements from SoHo to Madison Square Park. New York after dark looks pretty good in purple.

Two men in jackets stand below a billboard reading “We make IT look easy.”

Aerial view of a mural reading “We’ll take IT from here” on a sunlit brick building, with a city skyline behind. — The SoHo mural.

A digital billboard reading “Consider IT solved” below a stack of “it’s Serval now,” over a busy Times Square sidewalk. — The Times Square billboard.

Commuters climb subway stairs wrapped in giant purple and white type reading “it’s Serval now.” — Grand Central, taken over.

A long subway passageway mural reading “We make IT look easy,” with commuters walking past.

Subway columns wrapped in Serval ads reading “it’s Serval now,” “We make IT look easy” and “We figured IT out.”

A building wrap reading “it’s Serval now” and “We’ll take IT from here” at W 29 St, with people crossing below. — it’s Serval now.

A digital billboard reading “We make IT look easy” above a busy plaza outside a station entrance.

A large digital billboard reading “it’s Serval now” over a busy Times Square sidewalk at dusk. — Times Square, in purple.

Las Vegas

The same idea showed up in Las Vegas throughout 2026, with lots of placements.

A tall screen on the Caesars Palace tower reading “We make IT look easy” and “it’s Serval now,” above hotels at night. — it’s Serval now.

A building-size screen reading “We’ll take IT from here” on the red-edged Resorts World tower, behind palms and traffic.

A wide screen repeating “it’s Serval now” above a canal with gondolas and striped mooring poles on a sunny day.

Credits

Creative Director: David Keller
Design (San Francisco): James Moslander & Ben Kieffer
Design (New York & Las Vegas): Ben Kieffer & Derek Pante
Copy: Adam Tetreault
Media: Lauren Kroeger (Growth @ Serval) & Quan Media Group

Photos by Quan Media and David Keller.

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