ジーナ・アバティエロ
アートディレクター
An Alternate Route
Over 4 million New Yorkers start their day by barreling through an underground tunnel in a metal box that smells like yesterday’s bacon, egg & cheese. This campaign meets them where they are with a simple message: there is, in fact, an alternate route.
Role: Art Director + Designer, Copywriter: Caroline Webster, Project Type: Spec
Print Ads
Installed directly in stations and train cars, these ads lean into hard truths New Yorkers know too well, from manspreading to mystery smells. Paired with stark subway maps and clever copy, the message is crystal clear: ride instead.
Survival Shop
A tongue-in-cheek ecommerce page that mimics MTA pain points with mock products like Rat Blocker Sandals™ and Emotional Support Coffee. It lives as a social-forward content piece with natural shareability.
Escape Room Activation
Housed in an abandoned subway station, the Escape the Subway activation is part art installation, part interactive brand theater. Visitors navigate through classic MTA obstacles (signal delays, staircases, passive-aggressive conductors) to reach freedom: a Citi Bike waiting outside.
Push Notifications
Riding shouldn’t feel like punishment, so why should the app? These geo-aware, weather-aware, and mood-aware push notifications tap into local frustrations with humor and honesty. From MTA delays to Mets disappointments, each message feels like it’s written by someone who gets it, and rides, too.
