OUTFRONT XLabs Teams with Google DeepMind for First-of-its-Kind GenAI + Human-Led Campaign

Rhea-AI Summary

OUTFRONT (NYSE: OUT) and Google DeepMind launched "Imagine If…" on Nov 14, 2025, a four-week citywide program inviting New Yorkers to submit written imaginations via QR code in MTA subway stations and receive AI-generated visualizations.

Selected entries from each borough will be adapted by five local artists using DeepMind's Veo and Nano Banana models, then displayed across OUTFRONT digital canvases with a Times Square finale on Dec 14, 2025.

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Citywide Program Asks New Yorkers to 'Imagine If…' - Engaging Subway Riders to Share Their Imagination  

NEW YORK, Nov. 14, 2025 /PRNewswire/ -- OUTFRONT Media Inc. (NYSE: OUT), and Google DeepMind today announced the launch of 'Imagine If…' – an artistic and cultural civic program that invites New Yorkers across all five boroughs to co-create a city-wide visual experience with local artists.

'Imagine If…' asks subway riders to share their wildest, most inspiring imaginations, after which they will receive an AI-generated visualization. Some entries will be selected throughout the campaign to be transformed by local artists into community-inspired videos to be showcased on OUTFRONT's network of digital canvases around the city. (Click here for visual examples.)

Remarked OUTFRONT Vice President, Head of Digital Creative Chad Shackelford, who leads the Company's award-winning innovation team, XLabs, "'Imagine If…' invites New Yorkers to contribute to something larger than themselves. With this interactive IRL program, we're creating a citywide experience that celebrates imagination as a shared act, reminding us that public spaces can inspire connection, creativity, and a sense of belonging."

For the next four weeks, New York's transit system will become a moving gallery of collective imagination. Whether commuting to work or school, Holiday shopping, or visiting from out of town, people will see these artists' initial creations across thousands of OUTFRONT digital screens throughout the MTA's subway stations. With a quick scan of a QR code, they are able to enter their submission and instantly receive a visual representation of their imagination. (Click here for terms and conditions.)

Five talented local artists, one from each New York City borough, will serve as the campaign's visual architects. These artists select written submissions from their borough as inspiration. They will then use Google DeepMind's Veo, a state-of-the-art video generation model, to transform the community's collective visions into stunning video artworks.

Creative Lead, Google DeepMind Matthieu Lorrain said, "AI is enabling truly participative art formats. This project shows that when powerful models like Nano Banana and Veo are placed in the hands of talented local artists and fueled by the community's authentic imagination, the result is a collective act of cultural co-creation. The future of creativity is this essential human-AI partnership, giving form to a population's shared dreams."

The first-of-its-kind campaign all leads to a grand finale that will take place on December 14 in Times Square, where the most compelling, beautiful, and imaginative pieces will be showcased on OUTFRONT's premium Two Times Square digital spectacular on the north end of Times Square.

Artists selected are managed by SuperHeroes, Ad Age 2025 Small Agency of the Year and ADWEEK's fastest-growing agency in the Northeast 2024. SuperHeroes strategically selected five artists — Lauren Camara, Ariana Cimino, Molly Goldfarb, Subway Doodle and Jeff Wave — who were not only enthusiastic about using the Google tools to enhance their creativity, but also strongly represented each borough and have their own bold sense of style. 

"As an artist, I was initially hesitant to use AI. But over time I accepted that AI is here to stay and I started exploring it. So when I got approached by SuperHeroes for this project I was curious to explore how to use Google's generative AI as a tool for my art," said Subway Doodle. 

Third-party website references and hyperlinks included in this press release have been provided as a convenience, and the information contained on such websites is not incorporated by reference into this press release. 

About OUTFRONT Media Inc.

OUTFRONT is one of the largest and most trusted out-of-home media companies in the U.S., helping brands connect with audiences in the moments and environments that matter most. As OUTFRONT evolves, it's defining a new era of in-real-life (IRL) marketing, turning public spaces into platforms for creativity, connection, and cultural relevance. With a nationwide footprint across billboards, digital displays, transit systems, and other out-of-home formats, OUTFRONT turns creative into powerful real-world experiences. Its in-house agency, OUTFRONT STUDIOS, and award-winning innovation team, XLabs, deliver standout storytelling, supported by advanced technology and data tools that can drive measurable impact.

About GOOGLE DEEPMIND

Google DeepMind is a world-leading AI research lab with British heritage and an international team, committed to building AI responsibly, delivering scientific breakthroughs, and creating products that improve billions of lives. The unit's breakthroughs over the last decade include AlphaGo - the first computer program to defeat a Go world champion, Transformers - neural networks that underpin all modern language models, AlphaFold - an AI model that can accurately predict the structure of proteins, DNA, RNA, ligands and more, and how they interact, and Gemini, a family of versatile AI models built from the ground up for multimodality, seamlessly combining and understanding text, code, images, audio and video. 

CONTACTS

Public Relations:
Courtney Richards
OUTFRONT Media
646-876-9404
courtney.richards@outfront.com

Matt Biscuiti
The Lippin Group for OUTFRONT Media
212-986-7080
outfront@lippingroup.com

Investor Relations:
Stephan Bisson
OUTFRONT Media
212-297-6573
stephan.bisson@outfront.com 

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SOURCE OUTFRONT Media Inc.

FAQ

What is OUTFRONT and Google DeepMind's "Imagine If…" campaign (NYSE: OUT) launched Nov 14, 2025?

A four-week public art program in NYC subways where riders submit imaginative text, receive AI-generated visuals, and some entries are turned into artist-made videos shown on OUTFRONT screens.

How can New Yorkers participate in the OUT (NYSE: OUT) "Imagine If…" campaign and when does it run?

Scan QR codes in MTA subway stations to submit text; the campaign runs for four weeks starting Nov 14, 2025, with a finale on Dec 14, 2025.

Which Google DeepMind models will artists use for OUTFRONT's (OUT) project?

Selected artists will use Google DeepMind's Veo video generation model and Nano Banana to transform submissions into video artworks.

Who are the artists and what role does SuperHeroes play in the OUT (OUT) campaign?

Five local artists—Lauren Camara, Ariana Cimino, Molly Goldfarb, Subway Doodle, and Jeff Wave—were selected and are managed by SuperHeroes to create borough-specific artworks.

Where and when will the selected "Imagine If…" pieces be showcased in NYC?

Chosen works will appear across OUTFRONT digital canvases in MTA stations and on the Two Times Square digital spectacular during a Dec 14, 2025 Times Square finale.

Will participants immediately receive AI visuals after submitting to OUTFRONT's (NYSE: OUT) campaign?

Yes; participants receive an AI-generated visual instantly after submitting via the campaign QR code, and some submissions may be selected for artist transformation.