Gaining riders in mass transit is always a challenge. The key has been to emphasize all the productive things you can get done while riding the service. Here the goal was to create a general brand awareness campaign and a student campaign at local colleges. The student program materials needed to be easily customizable and meet the needs of individual colleges in the San Gabriel and Pomona Valleys.
My role in this was from concept, to generating the overall look of the campaigns, to art directing photography and production. So really a top to bottom execution as creative director, art director and production artist.