In order to heighten the brand image of the NYC Subway for NYC residents, I thought about how the Subway is representative of the New York experience. No other tourist attraction offers the same diversity of experience.

I made the Subway an icon of New York life. The following is the sketchboard for a campaign that would live digitally and OOH.

RECOGNITION: I wrote this copy on my blog while I was living in New York the summer of 2013. It received 150+ notes on Tumblr within the week.