Hebbia is an AI platform for high-stakes financial research. When they launched a new brand identity, they wanted it on a billboard on 10th Avenue in Manhattan. The creative — Cinema 4D renders by Fictive Kin — was built for screens. My job was to make sure it survived the translation to vinyl at billboard scale without losing what made it premium. It did.

The source renders were 1920×1080 in sRGB — right for a monitor, wrong for a 20×60-foot print. Getting them there meant re-rendering at 12,444×4,284 pixels to meet the Clear Channel 408 ppi spec, adjusting the camera from 16:9 to the billboard's 3:1 aspect ratio, and converting to CMYK SWOP v2 with a 50/50/50/100 rich black for the background. I ran many test prints on 7oz PVC, the same substrate as the final billboard, to confirm the color behavior before committing to the run.

The billboard went up on 10th Avenue. Shortly after, my CD, Greer Chapman shared a message from a General Counsel & Vice Chair at KPMG — he'd walked past the corner of 9th and 36th at night and texted the Hebbia CEO: *"Just walked by this. Very cool."* The team's response was to renew the location, and mark it down as a win. That's the measure of large-format print done right.