Hummus Republic
Art direction for Hummus Republic's election-season billboard campaign — bold unity messaging across prime LA placements, including the Ventura 101 Freeway. Two Davey Silver Award winner.
Year
2025
Scope
Art Direction, OOH / Billboard Design, Campaign
Client
Hummus Republic
Duration
4 Weeks
Overview
During the 2024 presidential election, Hummus Republic wanted to use their platform for something bigger than product advertising. The result: Spread Hummus, Not Hate — a billboard campaign built around bold, optimistic messaging designed to be a gentle nudge toward kindness in a politically divided moment.
Approach
The campaign started without a formal brief — an internal idea that quickly became real. Working with Brikman Advertising, I led art direction on the campaign: developing the visual language, balancing the boldness of the messaging with the warmth of the brand, and executing across billboard formats for high-traffic LA placements. The Ventura 101 Freeway was among the prime spots.
Outcome
Won two Davey Silver Awards (2025) and earned press coverage in Campaign US, The Drum, and MediaPost — significant reach for a campaign that started as an internal office idea with no formal brief.
