One day, I was at my regular coffee shop when I saw the wifi network oldbayseasoning. Old Bay was a new client at work, so I took a screenshot with a vague idea to solve the mystery of the network’s origin.

Cut to 3 months later, Old Bay was starting their ultimate fan contest. I knew this was my chance.
To find the fan with the Old Bay wifi, we posted out of home pieces on the half block where the network was.

Thanks to a sandwich board strategically floating by the subway during morning rush hour, we found the wifi owner.
The story (in which I’m called “creepy”) was picked up by Time, Vice, Delish and Greenpoint’s premier weekly newsletter.

AD: Reagan Fromm