Protect the View

Product: Rivian
Insight: People chase the world’s beauty without considering it’s vulnerability.
Big Idea: Drive electric to preserve.

Execution: Placed along scenic National Park roads, this AI-powered digital billboard visually “protects the view” travelers have journeyed far and wide to see. Cameras mounted on the back of the structure capture the real landscape behind it, and generative AI rebuilds any terrain the sign blocks— making the screen appear nearly transparent. This effect resonates even more deeply because it meets consumers in a moment when they are already in an awe-of-nature mindset, without interrupting their experience of the scenery around them. The billboard doesn’t just tell drivers to preserve the environment, but shows them exactly what’s at stake. This use of technology turns this billboard into a living reminder that the beauty travelers came to experience can only remain untouched if we choose cleaner ways to travel.