Take one. Literally.
A wellness supplement launch across SoHo, the Lower East Side and Williamsburg: 40 sidewalk stencils, 30 jumbo posters, and 4 takeaway posters carrying 40 product samples people could pull off the street. 74 documented placements around the Morgenstern's activation.
- Placements74
- FormatMulti-format
- Documented36install photos on file
A supplement brand people could read, pass, and pocket.
Momentm is a wellness supplement brand, and its brief had a fixed anchor: an activation at Morgenstern's, 2 Rivington St, July 31 and August 1. The street campaign's job was to surround that moment, so the run was built as three formats working the same few square miles at different registers.
30 jumbo posters at 48x72, installed in sets of four or split into pairs depending on what each location could carry.
The big sets took construction hoarding in SoHo and on the Bowery; the pairs worked tighter Williamsburg fence lines. At that scale the product art reads from across the street, and a set of four turns a corner into a brand wall.
40 sidewalk stencils in a black and white mix, all three approved designs. The rule was contrast: black on lighter concrete, white on darker surfaces, so every placement reads regardless of the slab it landed on. Stencils worked the walking approaches, the crosswalks and corners where the poster walls hand off to foot traffic.
4 takeaway posters at 48x36 with 40 stick packs. This is the format the campaign will be remembered for: content-play posters with actual product samples attached in tear-off strips, installed where people walk slowly enough to stop. A poster someone can take something from stops being background. Watching the strips empty across the run is its own documentation. The format now has its own service page.
The takeaway posters, up close.
Four 48x36 posters carried 40 stick packs between them, printed in yellow and purple runs. Passersby pulled samples straight off the tear-off strips, and we re-photographed each placement as it emptied. An emptying strip is the closest thing street media has to a redemption count.
Where it ran.
Manhattan carried the launch-week density; Brooklyn carried the walls with the longest dwell.
The three formats covered each other.
Posters built scale for anyone moving fast, stencils caught the heads-down walkers at their feet, and the takeaway posters converted attention into a physical sample in someone's pocket, all within walking distance of 2 Rivington while the activation ran.
74 placements, each photographed on install with coordinates logged.
The takeaway posters were shot again as the sample strips emptied, which is the closest thing street media has to a redemption metric.
How do takeaway posters with product samples actually work?
The samples hang on the poster face in tear-off strips. Momentm ran four posters at 48x36 carrying 40 stick packs between them, installed where people walk slowly enough to stop, so a passerby leaves holding the product. We re-photograph each placement as the strips empty, which is the closest thing street media has to a redemption count.
Why run stencils, posters and takeaways at the same time?
Different registers inside the same few square miles. The 48x72 poster sets build scale for anyone moving fast, the 40 sidewalk stencils catch heads-down walkers at their feet on crosswalks and corners, and the takeaway posters turn attention into a sample in someone's pocket. Running all three means the same walker meets the brand more than once inside a short radius.
Can a street run be timed around a launch event or activation?
That is how this one was built. Momentm's fixed anchor was an activation at Morgenstern's, 2 Rivington St, on July 31 and August 1, and the street campaign surrounded that moment inside walking distance. Standard lead time is five to seven days from approved creative in tier-1 markets, so give us the date early and the install lands before the doors open.
Why run black and white stencils on the same campaign?
Contrast against the slab. The rule was black on lighter concrete and white on darker surfaces, so each of the 40 placements reads regardless of what it landed on. All three approved designs ran in that mix rather than one repeated mark. The stencils worked the walking approaches and the crosswalks, where the poster walls hand off to foot traffic.
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Campaign documented by Beyond Street Media's NYC crew, July 2026.
22 additional installs.
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