Turning DOOH Ad Spaces into Art Spaces
When the city winds down, creativity turns up.
That’s the spark behind Night Owls, the latest edition of "Made with Lenovo Yoga", where digital street artists took over New York’s digital-out-of-home (DOOH) screens in unexpected ways—transforming ad spaces into after-dark art spaces.
The Nighttime Creativity Takeover
New York City never really sleeps, but after dark, the distractions fade, and ideas flow. Digital street artist Jenny Jiang puts it best: “Nighttime is when I can finally concentrate and fully immerse myself in the creative process—that’s when the magic happens.”
Together with Lenovo Yoga and Intel, we teamed up with seven digital artists to bring that magic to life on billboards, bus stops, and subway screens all over Manhattan. At night, a bus shelter became an aquarium. A subway ad? A dance-off. For artist @M_editat, DOOH screens are more than just ad space—they’re a digital canvas waiting to be transformed. “To me, digital out-of-home screens are a canvas through which to engage with people, basically transforming public spaces into digital art”, says @M_editat.
More Than Just Eye Candy—A Peek Behind the Process
The huge success of "Made with Lenovo Yoga" is about more than just celebrating creativity; it’s showcasing the process behind it. Each artist’s work comes with a “How I Made It” breakdown, offering a behind-the-scenes look at their creative flow. From camera tracking in Cinema 4D to Houdini simulations and After Effects compositing, they’re pulling back the curtain on the tech and talent that make it all possible.
Social Meets the Streets
“The city is our artist’s playground, and the night is undeniably Gen Z’s domain,” says Rogier Vijverberg, our Chief Creative Hero at SuperHeroes. The campaign bridges the gap between social media and real-world storytelling. Each artist’s work doesn’t just live on Instagram and TikTok—it also runs at night on the very same screens where they originally worked their magic.
Meet the artists behind the takeover: @M_editat, @Nuderobot, @Gabrielbenicio, @Camylbuena, @Jennymjiang, @Shubidubidoo, and @Ghost3dee—each bringing their own unique style to NYC’s streets.