Dave Ross, left, and Harris Alterman at the Jefferson Street subway station in Brooklyn, New York, on July 8 with one of the fake tech ads they posted in June.
Photographer: Lanna Apisukh for Bloomberg Businessweek“What if Texas was upside-down?”
For a brief moment in June, an advertisement posing that puzzling question atop a graphic of a flipped Lone Star State confronted New Yorkers walking through the Jefferson Street subway station in Brooklyn. The answer, the cryptic sign suggested, might be found at UpsideDownTexas.AI.