Bus Stop Takeover | Print Campaign
VISIT DETROIT X JCDECAUX
Role: Lead Art Director l Launched: October 2025
DETROIT, ACROSS EVERY BOROUGH.
Visit Detroit aimed to expand its reach beyond the Midwest by targeting high-traffic urban markets like New York—placing the brand directly in front of potential travelers during their daily routines.
The campaign rolled out across bus shelters owned by JCDecaux—one of the largest outdoor advertising networks in the world—ensuring high-frequency visibility in a competitive media landscape.
JCDecaux owns over 5,000+ bus shelters across all five boroughs.
THE OBJECTIVE
To create a high-energy print campaign designed for bus stop placements across New York— capturing attention in fast-paced environments and repositioning Detroit as a must-visit destination.
The work needed to be bold, immediate, and visually striking—able to communicate within seconds while sparking curiosity and interest
THE PROBLEM
Detroit isn’t always top-of-mind when people think about travel.
In a city like New York—where audiences are constantly exposed to advertising—the challenge was not just visibility,
but standing out in a saturated environment.
THE INSIGHT
In high-density cities, attention is earned in seconds.
To break through, the work must feel energetic, unexpected, and emotionally engaging—not just informative.
THE BIG IDEA
Stop people in their tracks—before they even get on the bus.
THE EXECUTION
The campaign translated Detroit’s energy into a visually striking OOH system designed for maximum impact
at street level.
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High-Impact Print Design
Created bold, attention-grabbing layouts that could cut through visual clutter and capture attention within seconds. -
Designed for Speed + Distance
Prioritized clear hierarchy, scale, and contrast—ensuring the message remained legible whether viewed up close or in passing. -
OOH Network Placement
Designed specifically for bus shelters within the JCDecaux network—maximizing exposure through high-traffic urban touchpoints. -
Brand Expression
Brought Detroit’s culture and energy to life through dynamic imagery and strong typographic presence—positioning the city as vibrant, modern, and worth exploring.
THE IMPACT
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Delivered high-frequency visibility through the JCDecaux network across New York
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Increased awareness of Detroit as a compelling travel destination
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Demonstrated the effectiveness of OOH at scale in a saturated market
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Reinforced Detroit’s brand as bold, energetic, and culturally relevant
MY ROLE
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Led art direction for the campaign, designing a high-impact print ad system optimized for JCDecaux bus shelter placements.
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Developed bold compositions, typography, and visual hierarchy to ensure immediate readability and strong brand presence in fast-moving, real-world environments.