Brand Campaign · Art Direction · Copy

MTA Takes You There

A concept campaign for New York City Transit built on one simple promise: every line takes you somewhere worth going. Each ad pairs a route bullet with a playful, oversized prop that turns the train into the destination — the A to Rockaway, the 7 to Flushing, the 1 to Washington Heights.

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The A train takes you to Rockaway — a giant blue A-line beach ball on the sand

The 7 train takes you to Flushing — purple 7-line ube mochi in a takeout tray on Main Street

The 1 train takes you to Washington Heights — the Little Red Lighthouse marked with the 1 line bullet

The Challenge

Make everyday subway lines feel like an invitation, not just a commute, while staying true to the MTA's clean, recognizable visual system.

The Approach

Anchored each execution on the official line bullet, then echoed its color in a single oversized, neighborhood-specific prop so the route and the destination read as one idea.

The Role

Concept, art direction, and headline copy across the three-execution campaign set.