He is known for creating the Oakland-based fashion line and street art campaign Oaklandish, the immersive experiences The Jejune Institute[2] and The Latitude Society.
Oaklandish began in 2000 as a street art and viral marketing campaign designed to raise awareness about local history and culture.
[12] In 2008, Hull created The Jejune Institute with Sara Thacher and Uriah Findley, an alternate reality game, public art installation and immersive experience that ran in San Francisco, California from 2008 to 10 April 2011.
[13] In 2013, a documentary about the project was released by Spencer McCall, titled “The Institute.” It suggested that The Jejune Institute “combined a Fluxus stunt, a freelance crowd-psychology experiment, a ludic self-help workshop, interactive promenade theatre, and some traditional hipster bullshit.”[14] Over the course of three years, it enrolled more than 10,000 players who, responding to eccentric flyers plastered all over the city, started the game by receiving their "induction" at the fake headquarters of the Institute, located in an office building in San Francisco's Financial District.
[23][24] It was the subject of a documentary film titled In Bright Axiom, directed by Spencer McCall and executive produced by Hull.