Anthony Cappetta
(aka) Gathered by the Way
Hustle Brooklyn—

Project in colaboration with Mille Windfeldt and Kaitie Trout while at SVA MFAD.

Art Direction: Stefan Sagmeister

Hustle Brooklyn on Vimeo.

We noticed this bench in the middle of an intersection in downtown Brooklyn, and decided to call attention to an object otherwise unnoticed. 800 vibrant carnations spell out the word "HUSTLE" across the bench to disrupt everyone's daily commute and draw attention to the bench.

Below is our first attempt which, although beautiful up close, it failed to slow the busy commuters as they passed by. For the above and second go, we simplified our flower arrangement and focused on impact vs detail which had far more success.