CAMPAIGN CONTENT & COMMUNICATIONS · SELECTED WORK
06
Ride Into
Ride Into
Tomorrow
CONTEXT
A rolling-stock manufacturer launched a new generation of metro cars. The product was a B2B story, sold to transit authorities and the state, with no real reason to talk to the public, and no habit of doing so.
CLIENT
TMH ↗
ROLE
Script development and storyboard
TASK
Develop a script and visual structure that expresses the product's functional and design upgrades through everyday passenger moments, not technical exposition — turning a B2B product with no reason to address the public into a human story that earns public goodwill.
Approach
Revealing function and design through everyday use.
Rather than listing features, the narrative was built from real observation: I rode the lines and watched how people actually use a train car, the small frustrations and quiet conveniences nobody designs for. Those moments became the story, so comfort, flow, and usability emerged through lived experience and spatial rhythm, not specs. A human story for industrial tech.
PROJECT SUMMARY
CAMPAIGN OBJECTIVE
Introduce a new generation of metro cars to the public, not only to transit authorities.
TARGET AUDIENCE
Everyday metro passengers.
MY CONTRIBUTION
Script development and storyboard, built from observing how riders use the cars.
DELIVERABLES
Campaign film script and storyboard.
OUTCOME
Produced and launched. A technical product launch that spoke to riders instead of officials, turning spec-sheet upgrades into something a passenger could actually feel.