LA Metro: Real Angelenos Ride the Metro  Art direction, graphic design, copywriting  A campaign that reflects the diversity of journeys that Angelenos are on. 
Inspired by iconic photographers Nan Goldin, Jurgen Teller & Cindy Sherman, the portraits are a heartfelt look at the people who make LA what it is today. The editorial edge to the photos aestheticizes the Metro-riding experience: a necessary step in incesivizing a creative city to take public transport. 

Each person / portrait represents a stop on the LA Metro. 

Mockups created in Photoshop 

The Problem: 
Comfort is isolating 
There is an intense stigma & aversion to using public transport in LA that limits Angelenos’ experiences of their city. Driving isolates you from your surroundings, giving you a superficial view of LA. Despite the LA Metro expanding for the 2028 Olympics, people of all ages are hesitant to ride buses or trains in LA.

Billboards on the highways target people stuck in LA traffic, offering them an alternative. 
Each stop on this poster represents one of the subjects of the portrait series & what stop they’re getting off at. 

The Insight:
The journey can be just as exciting as the desination 
Everyone is trying to get somewhere in LA - it has forever been known as a city of dreamers. The journeys Angelenos are on are as creative, unique and varied as the city itself. The richness of this city is best experienced & represented on the Metro. LA is only superficial if you don’t dig deeper. 

Moodboard 
Potraits created using Photoshop & Midjourney 

©Giulia Bellon