New York MTA Takeover
As the lead graphic designer, I created print and digital assets for this award-winning MTA takeover campaign. I collaborated with a partner agency on video ads, provided storyboards, retouched photography, and prepared large-scale files for our installation partners to place across the NYC subway system.
2024
Graphic Design Print Design Production
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OVERVIEW
To shift commuter habits and boost digital wallet usage, Discover launched a multi-station NYC MTA campaign showcasing the ease and reliability of tapping to ride. The goal was to have our Discover card front and center.
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CREATIVE OBJECTIVE
We aimed to secure top-of-wallet status by aligning with daily New York commuter habits. With station takeovers across two major MTA hubs, the campaign reassured riders that Discover works seamlessly at turnstiles, eliminating uncertainty around tap-to-pay. Through strategic creative and placement, the initiative drove a 30% lift in MTA contactless sales and encouraged broader tap behavior, positioning Discover as a frictionless part of everyday life.
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Created at Discover Financial Services.
In collaboration with BannerWave and Outfront Media.
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