The Montgomery tunnel installation in San Francisco was designed to encourage city residents to travel to the Utah national park.
Struck‘s campaign for the Utah Office of Tourism, as it reached out to a new market in San Francisco, was to print on the walls, ceiling and floor of the Montgomery Street BART (Bay Area Rapid Transit) Station. This created a forced perspective where commuters feel like they’re standing at the base of Delicate Arch in Arches National Park. They are invited to share the view with a #visitutah hashtag and start planning their trip to Utah. The installation will remain in the station until the end of June and you can check it out in the video below: