A Stunt for the Ages

In July 2020, at the height of the COVID-19 pandemic, 80 notable artists launched In Plain Sight, a poetry flyover that used fleets of airplanes to deliver messages across multiple cities during Independence Day weekend. Lead by renowned artists Cassils and rafa esparza, the initiative aimed to bring attention to the plight of immigrants and children in detention centers. The initiative's members included lawyers, activists, and artists who were determined to address the ills of mass detention.

Amplifying Awareness Through Art

The project sought to counter feelings of hopelessness by addressing mass detention on a grand, visual scale, combining performance art with activism.

Heroic’s Role

Heroic served as the digital director, managing the online strategy to:

• Build awareness for the initiative across social and digital platforms.

• Develop the distinctive X logo and website for maximum impact.

• Provide real time tracking to visually display where the planes were flying in real time.

• Fight off hackers, as written up so elegantly in Wired

Heroic’s digital strategy helped transform Sky Words from a performance art piece into a movement, proving the power of art to inspire change and spark critical conversations.