Problem: How can we dramatically increase public transit ridership in SF?

With public transit riders declining since before the pandemic, SFMTA was looking to leverage an existing program and new creative to not only renew interest in public transit, but also reach riders that could most benefit from assistance. How could we meet potential participants where they are, and convince them the process is worth the effort?

Approach: Capture real riders talking about what Clipper START means in their lives.

Our research uncovered that our target users didn’t connect with the existing program. Some weren’t sure if it was legitimate, others couldn't see themselves as recipients. The design solution that emerged was to create a multi-channel campaign using interviews with Clipper START users, promoting the benefits of the program based on real quotes from Bay Area residents. It was also critical to create a campaign that jumped from the placement environments, inspiring attention and action.

My Role: Creative Lead, Art Director, Editor

This was a very hands-on project for me. I was involved in concepting, directed the initial comps, scouted locations for the videos and photos, was director on set, UX and web designer, and video editor. I participated in the filmed interviews, and selected the quotes to use when developing print and video ads. I also edited :30 and :15 videos in 3 languages for use as pre-roll ads.