Inspired by iconic photographers Nan Goldin, Jurgen Teller & Keizo Kitajima, the campaign is 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 incentivizing a creative city to take public transport.
To illustrate my concept, I used Keizo Kitajima’s street photography from NYC in the 1980s. The colors, composition and rawness of his portraits encapsulte the art direction that I would aim to achieve with this campaign. For this LA Metro campaign, I would commision Kitajima to take portraits of real angelenos on the metro.
In the final version, each person / portrait would represent a stop on the LA Metro.
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.
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.
Keizo Kitajima
(b. 1954) Kitajima rose to fame in the 1970s and 1980s with gritty black and white portriats on the streets of Tokyo. In the 1980s, he spent 6 months in NYC, where the photos used in this spec campaign were taken. Since, he has worked on various commercial campaigns for Comme des Garcons and Prada (see below).