Metaview × UNKNW — fillmore OOH campaign

san francisco takeover:360 brand campaign

fillmore billboard against a clear blue San Francisco sky

every other billboardin san francisco says ai.

so when launching fillmore, a new ai recruitment coworker, Metaview teamed up with design partner unknw to go a different way. real people, real photography for a campaign that puts joy back into hiring.

A man in a lime suit on a fillmore transit shelter poster

A fillmore recruitment poster at a San Francisco transit shelter

Real people on the fillmore transit shelter campaign

A fillmore poster beside a San Francisco street

The fillmore campaign photographed at a transit shelter

A street-level fillmore recruitment campaign poster

fillmore campaign across San Francisco — view 1a

fillmore campaign across San Francisco — view 1b

fillmore campaign across San Francisco — view 2

fillmore campaign across San Francisco — view 3a

fillmore campaign across San Francisco — view 3b

fillmore campaign across San Francisco — view 4

fillmore campaign across San Francisco — view 5

fillmore billboard above Citibank with pedestrians crossing Van Ness Avenue

01 / 06

hiring has never been sweeter.

three days off the billboards. free ice cream, cold brew and sling chairs for the right butts.

the fillmore ice cream truck — ice cream truck

fillmore cold brew with a peach gummy — cold brew at corgi cafe

drag to spin in any direction

Lime-green Fillmore by Metaview truck parked outside a building with arched windows.

Guests gather beside the Fillmore truck outside a white building with arched windows.

Two guests chat in front of the lime-green Fillmore by Metaview truck.

White Fillmore lettering stands high on a sunlit hillside under a blue sky.

Large white Fillmore letters overlook the city from a dry hillside.

A hand holds a lime-green promotional card with an orange treat in front of the Fillmore truck.

Two guests hold orange treats beside the Fillmore truck on a sunny street.

Two smiling guests hold treats beside the Fillmore truck's Get the right butts in seats sign.

Four guests pose with treats in front of the Fillmore by Metaview truck.

A guest stands outside Corgi Cafe beside a lime-green Fillmore promotional sign.

A hand holds an iced coffee with a lime-green But first, coffee sleeve outside a cafe.

A smiling guest holds an iced coffee beside a Fillmore Free cold brew sign.

Two smiling guests hold iced coffees and a small corgi plush toy inside a cafe.

01 / 07

follow the butts across the city.

placement — billboard, wall, kiosk
route stop
route
sightline from twin peaks

sketched by hand and painted live.

final illustration: get the right butts in seats — final version

fillmore mural painted on OASIS at Folsom and 11th streets in SoMa, San Francisco

120 placements, one system to rule them all

not just OOH. full 360.

screencast of the fillmore landing page on metaview.ai, then the metaview homepage

Metaview promoted LinkedIn ad. Your next great hire. fillmore’s full-time job. A woman in lime green lying on the floor. Creative: ‘pov: you don’t use fillmore for hiring’. Outbound recruiting that runs itself. Literally. View details.

Metaview promoted LinkedIn ad. AI that finds candidates. And gets the screening calls booked. Autonomously. Meet fillmore by Metaview. A close-up of a lime-green suit. Creative: ‘get the right butts in seats’. Outbound recruiting that runs itself. Literally. View details.

Metaview promoted LinkedIn ad. Meet fillmore by Metaview. An AI coworker that actually takes work off your plate. A woman in a lime-green suit seated at a desk. Creative: ‘pov: hiremaxxing with metaview’. Outbound recruiting that runs itself. Literally. View details.

Metaview promoted LinkedIn ad. AI that finds candidates. And gets the screening calls booked. Autonomously. Meet fillmore by Metaview. A man in a lime-green suit reclining in a chair in an elevator. Creative: ‘pov: hiremaxxing with metaview’. Outbound recruiting that runs itself. Literally. View details.

Metaview promoted LinkedIn ad. Meet fillmore by Metaview. An AI coworker that actually takes work off your plate. A man in a lime-green suit standing beside office chairs. Creative: ‘pov: you got the right butts in seats’. Outbound recruiting that runs itself. Literally. View details.

Metaview promoted LinkedIn ad. AI that finds candidates. And gets the screening calls booked. Autonomously. Meet fillmore by Metaview. A four-panel lime-green fashion collage. Creative: ‘get the right butts in seats.’ Outbound recruiting that runs itself. Literally. View details.

Metaview promoted LinkedIn ad. AI that finds candidates. And gets the screening calls booked. Autonomously. Meet fillmore by Metaview. A woman in a lime-green suit standing on a conference table. Creative: ‘get the right butts in seats’. Outbound recruiting that runs itself. Literally. View details.

Metaview promoted LinkedIn ad. AI that finds candidates. And gets the screening calls booked. Autonomously. Meet fillmore by Metaview. Lime background with repeated ‘fillmore’ and ‘seats’. Outbound recruiting that runs itself. Literally. View details.

from street to feed.

Violeta Moro

· 2nd

•••

community + marketing @ Metaview 🍑

Seth Tilliss

· 2nd

•••

Product @ Metaview | Founder @ Reval (acquired)

fillmore cups!

Priya Raman

Product designer | SF

got a free cold brew AND a peach popsicle. best tuesday in a while 🍑

Illustrative comment in source design

Fillmore campaign photograph from the source design

Lucy Botkai

· 2nd

(edited) 2w

•••

Growth @ Metaview

Peak marketing 🔥🔥🔥

Elena Ruiz

Technical Recruiter

as a recruiter, "get the right butts in seats" is the most honest tagline I've seen all year

Illustrative comment in source design

spotted from my uber 👀

old_gold_mountain

· 4h ago

believe it or not, yet more AI company advertising

Lianna Gagliardi

· 2nd

•••

Engagement @ Metaview | AI to radically enhance hiring.

fomo is major

Electronic-Square-15

· 3h ago

Really?

Kamya Marwah

· 3rd+

•••

startup marketer | gtm, personal branding & tech | columnist @Inc. ...

Love their campaign🤭

Jessica Rosenberg

Author

•••

Head of Brand & Creative @ Gamma | AI Creative Director, Designer, ...

Kamya Marwahme too! I love when b2b brands take creative risks like this. They ALWAYS pan out.

old_gold_mountain

· 3h ago

Yes, the font matches their other billboards on Muni shelters

Jessica Rosenberg

· 3rd+

Head of Brand & Creative @ Gamma | AI ...

Book an appointment

Oct 14 · Edited

🌶️ hot take: I believe hiring should stay deeply human

AND I think AI can actually help us keep it…more

108

Tom Becker

Founder, early-stage startup

the bus shelter copy is genuinely funny. someone on that marketing team deserves a raise

Illustrative comment in source design

People outside the Fillmore campaign event, embedded in the illustrative source post

Jasper Penrice

· 2nd

•••

Engagement @ Metaview | AI built for recruiting

this is so awesome

Maya Lindqvist

Talent Acquisition Lead | hiring engineers in SF

drove past that bulletin three days in a row. the lime is impossible to miss

Illustrative comment in source design

fillmore

•••

395 followers

brb adding hiking to my linkedin skills

Daniel Okafor

Head of People | building teams that stick

my whole recruiting team just changed their zoom backgrounds to the twin peaks sign 😂

Illustrative comment in source design

Seth Tilliss

· 2nd

•••

Product @ Metaview | Founder @ Reval (acquired)

fillmore billboards!

Ava Thornton

People Ops | ex-agency

is there a map of all the spots? want to find every single one 👀

Illustrative comment in source design

Aimen Moten

· 3rd+

•••

SWE @ Google | Tech & Career Content (30k+)

The fillmore takeover is genuinely such a fun marketing move. Going to any lengths (and heights 😂) to get on everyone's feed during tech week. Love seeing a team commit to the bit this hard.

Chris Natale

Brand strategist | out-of-home nerd

this is how you do b2b out of home. bold, local and a little bit cheeky

Illustrative comment in source design

Shruti Gaur

· 3rd+

•••

All about talent and stories - I hunt for exceptional people…

loving the speed and def fillmore is all over my feed by now at least :P

Sam Whitfield

Engineering Manager | SoMa

caught the truck on my way to caltrain. the line was wild

Illustrative comment in source design

Tara Crymble

· 3rd+

•••

your inside look at B2B influencer marketing

everywhere!!!

Hannah Neicho

· 2nd

•••

AE @ Metaview | AI for hiring

this is amazing 👏 🍑

· 2:26 pm

If you are responsible for the new fillmore campaign in SF 👏👏👏 It’s honestly awesome

· 8:12 pm

Hope you’ve been well! I was just singing your team’s praises on a chat with Ari and Emmaline about all the amazing fillmore mktg and campaigns I’ve been seeing! Truly loving the SF takeover and hard-to-miss iconic branding - neon should be a neutral in my book :)

major thanks to the Metaview team
for the partnership — we loved being
the right butts in the seats.

brand design, creative direction: juliet faldin
head of marketing: stephanie bowker
marketing lead: stephanie tsimis
event manager: violeta moro
photography and retouching: jacques mollet
photography assistant: louis paquin
videography: james monks
cast: apurv mishra, isaac mond, chibi auerbach, violeta moro, mayi hughes
production design: unknw
OOH providers: evolve, clearchannel
illustration design: lisa severova
lead designer: valery bezuprechnaya