Booksy puts local beauty talent on the billboard

The campaign is designed to increase visibility for local beauty and wellness providers while demonstrating how Booksy supports customer acquisition and business growth.

Independent creative agency and production company Humanaut has launched an out-of-home campaign in the Dallas-Fort Worth market for appointment booking platform Booksy.

The guerrilla-style activation marks one of the agency's first campaigns since winning the Booksy account in 2026 and aims to promote local beauty and wellness businesses through a series of billboard transformations.

The campaign reimagines the well-known roadside billboards of Dallas-Fort Worth attorney Bryan "The Texas Law Hawk" Wilson, using graffiti-inspired artwork and collaborations with local creatives before revealing Booksy branding in the final execution.

Campaign celebrates local creative entrepreneurs

Humanaut worked with a hairstylist, a nail technician and a tattoo artist to transform three of Bryan Wilson's recognisable billboard concepts. Each execution replaces the original legal messaging with beauty- and wellness-themed creative while highlighting the work of local professionals.

The Hair execution transforms the original "Injured? Get The Hawk" billboard into "Do It! Get The Mohawk", featuring an exaggerated hairstyle designed by a local hairstylist. The Nails billboard changes "The Talons Of Justice" into "The Nails Of Justice", replacing Wilson's hand with elaborate nail art. The Tattoo execution reworks the "Justice Is Forever" billboard into "Tattoo Is Forever", covering Wilson's arm in tattoos while adding graffiti-inspired illustrations.

Final billboard reveals Booksy partnership

The campaign concludes with a fourth billboard that reveals the coordinated activation involving Booksy, Bryan Wilson, the participating artists and the local beauty professionals. The final execution includes Booksy branding, tags the featured providers and directs consumers to book appointments through the platform.

Bethany Maxfield, Executive Creative Director, Humanaut: "Bryan is a local legend with one of the most recognizable personal brands in Dallas-Fort Worth. We’re borrowing that visibility and attention to spotlight the incredible team of local beauty, wellness and creative entrepreneurs that Booksy serves."

Agency highlights local businesses

Humanaut said the campaign is designed to increase visibility for local beauty and wellness providers while demonstrating how Booksy supports customer acquisition and business growth.

Gus Murillo, Global Director of Creative & Community, Booksy: "Our providers are a community of creative entrepreneurs who don’t typically get the billboard spotlight. Teaming up real, authentic Dallas beauty professionals with Bryan to literally destroy billboards felt like the perfect, unforgettable way to shine a massive light on their incredible creativity."