In the days leading up to the Boston Marathon we initiated a Guerilla Media Projection campaign around Boston to promote Saucony’s new ‘What is Strong’ campaign.  Graeme Reed labored to create the projection video that included both imagery from the Mechanica created commercial spot and animated product clips. I went out and captured a sampling of people’s reactions to the projections and then edited together the documentary footage with the video we produced in order to serve as a case study.