Brief:

Developed a full campaign concept in partnership with MTA for Instagram, celebrating subway creativity through real NYC creators. Built an overarching idea that extended from limited-edition MetroCards into a multi-borough OOH and social rollout rooted in authentic, everyday expression.
Role:

Concept development in collaboration with art directors, designers, and creative directors. Shaped a culturally relevant platform translating real subway moments into a cohesive campaign, partnering with photographers to capture and build a distinct, culturally rooted NYC visual language that celebrates creativity in NYC.