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Now that's poster design with a twist.

Fourteen years ago, Dubai Holding launched Dubai's first vertical race, the 1334-step climb up Emirates Towers. Since then, vertical runs have spread all over the city. So in 2016, to surpass the previous year's turnout, the event poster for the Dubai Holding SkyRun needed to be even more attention-grabbing.


We created a poster that not only catches your eye—it tilts your perspective. At first glance, it looks crooked, but when you take a closer look, it's perfectly aligned. A clever die-cut makes any wall look like a staircase, challenging viewers to take on the 1334 steps of SkyRun. The results? Registrations soared, with 25% more participants than in 2015, reaching 365 runners. The Tilted Poster even earned a spot in Adforum's Top 5 best ads worldwide in April 2016.


This idea was brought to life in collaboration with creative Adam Fierman.


The Tilted Poster made the Top 10 Print and Outdoor in Campaign Magazine's roundup of 2016.

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