Panera Burma-Shave Billboards

My role: art director
awards: finalist for an obie award

These side by side boards (we call it burma-shave in the OOH biz) were wrapped by a vinyl separately. To make you more confused, Panera originated in St. Louis so the branding is the same, but we call it St. Louis Bread Co. for always and forever (I know, us midwesterners are stuck in our old terms...)

There was a discussion of making the space in between the boards being held by wood, which is typically done if something goes beyond the board. After taking some time with my operations manager, we decided to keep the middle part as vinyl as well with no wooden structure to hold it in place. The vinyl cheese strings moved with the motion of the wind, making the whole image look and feel realistic.