MTA

tap-to-pay transit campaign

As American Express's in-house agency, OnBrand was tasked with developing a new, scalable out-of-home transit campaign for New York City. Our mission was clear: capture the attention of a growing ridership and significantly increase American Express's share of transit and everyday spending.

We brought this to life through a series of unexpected portraits that vividly captured the diverse personas of New York commuters. Each image told a compelling story of passionate city life, powered by Tap-to-Pay with Amex. By leveraging rider behavior data and key insights, we crafted clever, relatable messaging that spoke directly to the audience.

Ultimately, we deployed over 1,900 pieces of creative strategically throughout MTA stations. This ensured we connected with riders at every stage of their commute – from turnstiles to train cars, above ground, and in transit – effectively amplifying how American Express simplifies city life with Tap-to-Pay for both transit and everyday purchases.

FCS Portfolio Awards 2025: Silver for Advertising OOH Campaign