NEHA EMBAR
copywriterIGxMTA
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Feature Featuring
Started on WhatsApp: Love Stories
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Production Partners: Haven+Kin, Hornet
In our creator-focused campaign, we chose to highlight creators who spend their lives documenting and honoring the city of New York through IG.
We released a series of 3 custom designed MetroCard featuring designs inspired by three iconic NYC Creators: @newyorknico, @subwaytakes, and @overheardnewyork.
We took over subway stations across Manhattan, Brooklyn, The Bronx, and Queens with an OOH campaign featuring the creativity that takes place underneath NYC.
Through organic scouting, we found real content captured within the subway, all posted to IG by real creators.
Some of our featured creators posing with their work IRL ✨
CW: Soham Chatterjee, Jessy Cole, Neha Embar and Kate Ursu
AD: Ricard Valero Cerda, Melvin DeBerry, Lynn Nakamura, Laura Zarate
Design: Kevin Garcia, Lynn Oh, Julia Roig Fernandez
CD: Raegan Allsbrook, Belén Márquez, Michaela McCrink, Christy Silva
PM: Carmen Candelario, Heather Hudgins, Kieren Sullivan
BA: Michael Moronez, Magdalena Wiater
Production: Chad Emerson, Monica Mai, Vincent Wheeler