A deliberate gamble
Schiffmann designed the creative on Figma and wrote the copy himself with the intention of deliberately courting conversation, he said. The minimalist creative is heavy on white space, purposefully daring viewers to react.
And people have indeed reacted. Some subway riders have defaced the ads with phrases like “surveillance capitalism,” “stop profiting off loneliness,” and “AI trash.”
“I know people in New York hate AI, and things like AI companionship and wearables, probably more than anywhere else in the country,” Schiffmann said. “So I bought more ads than anyone has ever done with a lot of white space so that they would socially comment on the topic.”
“I specifically chose [West Fourth Street] because I know the vibe of that station, and the people around that neighborhood,” he continued. “I know that they’ll share their opinions the strongest as well.”
The two-month run is timed to coincide with back-to-school season and targets Gen Alpha. It represents a significant bet for the company, which raised a little over $5 million at a $30 million valuation last fall, Schiffmann said.
“I don’t have much money left. I spent it all on this. It’s a huge gamble,” he admitted.
For now, Schiffman doesn’t mind that the ads have sparked both curiosity and criticism.
“There’s a lot of focus and hatred on the audacity of the campaign,” he said. “The product in its current state really is a big hit amongst the right people. We’ll continue improving the product.”
