Our campaign aimed to raise awareness about the collaboration between the New York City MTA and the New York Public Library, highlighting the introduction of free, new Wi-Fi and cell service on underground platforms throughout the city. To effectively engage riders, a fully immersive train promotion was implemented.

The concept of a whole-train takeover was employed, taking inspiration from the iconic wooden chairs and rows of books synonymous with the NYPL. This unique approach not only captured the attention of riders but also encouraged them to actively participate by downloading eBooks via the new MTA Wi-Fi service.

Company: Pulsar Advertising
Client: New York MTA
Role: Associate Creative Director / Designer

Featured in The New York Times