EYE-POPPING OOH CAMPAIGN FOR APPOINTMENT BOOKING AND BUSINESS MANAGEMENT PLATFORM

HUMANAUT LAUNCHES EYE-POPPING OOH CAMPAIGN FOR BOOKSY
Guerrilla-Style Campaign Squarely Aimed at Dallas-Fort Worth Beauty and Wellness Professionals

Humanaut, the independent creative agency and production company based in Chattanooga, is launching a provocative and guerrilla-style OOH campaign in the greater Dallas-Fort Worth market for Booksy, a leading online scheduling and marketplace platform for local beauty, wellness and health providers. Humanaut won the Booksy account in 2026.

The campaign is designed to build buzz for Booksy in the Dallas-Fort Worth market by spotlighting local beauty and wellness providers and demonstrating how Booksy helps them grow their businesses. To do so, the campaign remakes Dallas-Fort Worth legend Bryan “The Texas Law Hawk” Wilson’s loud and aggressive roadside billboards—hijacking and wildly defacing them before transforming them into smart, modern branding. The message: Booksy helps local beauty and wellness professionals get discovered, get booked, and grow their businesses.

“Bryan is a local legend with one of the most recognizable personal brands in Dallas-Fort Worth,” said Bethany Maxfield, executive creative director, Humanaut. “We’re borrowing that visibility and attention to spotlight the incredible team of local beauty, wellness and creative entrepreneurs that Booksy serves.”

The billboard activation includes three creative executions carried out with three local partners—a hairstylist, a nail technician and a tattoo artist.

In “Hair,” the original billboard shows Wilson in close-up, wearing a tight fade, with the copy, “Injured? Get The Hawk.” That billboard was transformed by a local graffiti artist who spray-painted an attacking hawk over Wilson’s contact information, rewrote the copy to read “Do It! Get The Mohawk,” and accentuated Wilson’s actual haircut—a zigzag fade with blue, yellow and orange dye and an exaggerated mohawk.

In “Nails,” the original image, “The Talons Of Justice,” with Wilson’s hand posed like a claw, is replaced with “The Nails Of Justice,” where Wilson’s fingernails are replaced by outrageously designed fake nails and surrounded by graffiti emoticons.

In “Tattoo,” the original, “Justice Is Forever,” with Wilson firing a flamethrower in a suit with the sleeves ripped away, is replaced by “Tattoo Is Forever,” with his arm covered in tattoos and the flamethrower blasting through a graffiti cloud at a dinosaur-sized hawk’s talon.

The payoff comes in the final execution—the graffiti billboard is remade once more with Booksy branding, revealing the coordinated stunt by Booksy, Bryan, the graffiti artist and the local providers who designed the hair, nails and tattoos, tagging the local providers and including a “Book Now on Booksy” CTA with the brandmark.

“Our providers are a community of creative entrepreneurs who don't typically get the billboard spotlight,” said Gus Murillo, Global Director of Creative & Community at Booksy. “Teaming up real, authentic Dallas beauty professionals with Bryan to literally destroy billboards felt like the perfect, unforgettable way to shine a massive light on their incredible creativity.”

Booksy is the largest and fastest-growing booking platform that connects beauty, wellness and health professionals with local customers, powering hundreds of millions of appointments each year.
Booksy Biz, designed specifically for small-business owners, is Booksy’s mobile-first SaaS platform that combines all the tools providers need to attract new customers, take appointments, manage staff and payments, and build a loyal client base. The Booksy Marketplace is where millions of consumers around the world find, schedule and manage appointments with stylists, barbers, braiders, nail artists, estheticians, massage therapists, salons and spas in their communities. Customers can browse business profiles, reviews, services, pricing, availability and instantly book appointments.
Founded in Poland in 2014, Booksy has operations in Poland, United States, United Kingdom, Spain and France. The company has raised more than $100M in Series C funding and is backed by investors including Innovia, Kaya, and Verdane. Learn more at booksy.com.