In the fall of 2014, I acted as both creative director and copywriter to develop a concept for Vimeo's first-ever MTA train advertising takeover. The idea: make something that would cause people to stop and say, "What IS this?" then proceed to Google "Vimeo." The result: #snakesonatrain.
We sought to clearly communicate the benefits of Vimeo through playful, NYC-centric copy and bright, zany (and Instagrammable) design. Designer Anthony Irwin slithered off with my copy and drew a messssssmerizing maze of rainbow-colored serpents to wrap around the outside of a train car.
For the inside, Anthony and fellow designer Shawn Lee laid out dozens of iterations of copy I wrote that called upon the reader's context and current state of mind. "Need more space?" one ad began. "Get up to 20GB/week of HD video storage." Another, which the MTA rejected for being too risque, read: "At least this isn't the G train. / At least this isn't that other video sharing site." And one of my personal favorites: "We put ads on the subway / Not on your videos."
Through these playful, subway-specific ads, we were able to hook readers and engage their interest, while highlighting Vimeo's key attributes. And it worked! Hundreds of people shared our designs on social media, and we even received a silver OBIE award for our execution of the campaign.