NYC Taxi

creative direction | art direction | campaign strategy

Concept campaign spotlighting the cultural value and everyday reliability of NYC yellow cabs in an era dominated by ride-sharing. Designed out-of-home advertising that emphasized the deep local knowledge and human connection offered by longtime taxi drivers.

• Developed campaign messaging that framed taxis as iconic, authentic, and essential to New York City life

• Directed creative strategy and visual execution across posters and billboards to reclaim relevance through emotional resonance