Advertising
CTA "Experience Chicago" Campaign
A series of 3 commercial spots designed with the Adobe Suite advertising exploring the city of Chicago with the help of the Chicago Transit Authority.
Year :
2025
Industry :
Transit Advertising
Project Duration :
4 Weeks
PROJECT BRIEF:
The final class in my advertising and branding minor, Art Direction: Typography and Persuasive Design challenged me with creating an advertising campaign composed of motion media only. I was asked to create 3 distinct commercials that focused on pairing text compositions with footage and music, working together in harmony.
This would be our final project for our class, and my professor put an emphasis on the text being the primary focus of the video - we could focus on the video footage behind it every now and then, but more than 70% of the total runtime needed to have text acting as the primary visual, matching the music in the background.
SOLUTION:
We were able to select from any brand we wanted to, and I chose The Chicago Transit Authority (CTA) as my client.
I selected 3 distinct aspects of Chicago to highlight, and paired them with songs that I felt reflected them accurately: “Homecoming” by Kanye West for Chicago’s nightlife, “My Kind of Town” by Frank Sinatra for the city’s history/culture, and “Lake Shore Drive” by Aliotta Haynes Jeremiah for infrastructure/iconic streets. With a different voice and font choice for each video, each commercial felt distinct but united underneath the campaign’s messaging. I created storyboards for all videos, and ended each of them with the tagline of the campaign: “Experience Chicago.”
Challenges:
One of the requirements of the project was that it needed to be created using Adobe AfterEffects. Prior to this project, I had used the application once for a short and simple commercial for a previous advertising class. I was charting unfamiliar territory, and spent several weeks learning the program as I worked, compiling the footage and creating text compositions.
We were also required to create storyboards for our videos, which I had never done prior to this project. It was an interesting process, as I tended to stray further from my original storyboards as I experimented in AfterEffects, and then doubled back and changed my storyboards to match.
Summary:
"CTA: Experience Chicago" calls for tourists, locals and others to truly admire the city of Chicago, with it's vast landscape of meshing cultures, complex infrastructure, and exciting nightlife. The campaign pushes for people to explore the city, and utilize the CTA trains and buses to experience Chicago to the maximum.
More Projects
Advertising
CTA "Experience Chicago" Campaign
A series of 3 commercial spots designed with the Adobe Suite advertising exploring the city of Chicago with the help of the Chicago Transit Authority.
Year :
2025
Industry :
Transit Advertising
Project Duration :
4 Weeks
PROJECT BRIEF:
The final class in my advertising and branding minor, Art Direction: Typography and Persuasive Design challenged me with creating an advertising campaign composed of motion media only. I was asked to create 3 distinct commercials that focused on pairing text compositions with footage and music, working together in harmony.
This would be our final project for our class, and my professor put an emphasis on the text being the primary focus of the video - we could focus on the video footage behind it every now and then, but more than 70% of the total runtime needed to have text acting as the primary visual, matching the music in the background.
SOLUTION:
We were able to select from any brand we wanted to, and I chose The Chicago Transit Authority (CTA) as my client.
I selected 3 distinct aspects of Chicago to highlight, and paired them with songs that I felt reflected them accurately: “Homecoming” by Kanye West for Chicago’s nightlife, “My Kind of Town” by Frank Sinatra for the city’s history/culture, and “Lake Shore Drive” by Aliotta Haynes Jeremiah for infrastructure/iconic streets. With a different voice and font choice for each video, each commercial felt distinct but united underneath the campaign’s messaging. I created storyboards for all videos, and ended each of them with the tagline of the campaign: “Experience Chicago.”
Challenges:
One of the requirements of the project was that it needed to be created using Adobe AfterEffects. Prior to this project, I had used the application once for a short and simple commercial for a previous advertising class. I was charting unfamiliar territory, and spent several weeks learning the program as I worked, compiling the footage and creating text compositions.
We were also required to create storyboards for our videos, which I had never done prior to this project. It was an interesting process, as I tended to stray further from my original storyboards as I experimented in AfterEffects, and then doubled back and changed my storyboards to match.
Summary:
"CTA: Experience Chicago" calls for tourists, locals and others to truly admire the city of Chicago, with it's vast landscape of meshing cultures, complex infrastructure, and exciting nightlife. The campaign pushes for people to explore the city, and utilize the CTA trains and buses to experience Chicago to the maximum.
More Projects
Advertising
CTA "Experience Chicago" Campaign
A series of 3 commercial spots designed with the Adobe Suite advertising exploring the city of Chicago with the help of the Chicago Transit Authority.
Year :
2025
Industry :
Transit Advertising
Project Duration :
4 Weeks
PROJECT BRIEF:
The final class in my advertising and branding minor, Art Direction: Typography and Persuasive Design challenged me with creating an advertising campaign composed of motion media only. I was asked to create 3 distinct commercials that focused on pairing text compositions with footage and music, working together in harmony.
This would be our final project for our class, and my professor put an emphasis on the text being the primary focus of the video - we could focus on the video footage behind it every now and then, but more than 70% of the total runtime needed to have text acting as the primary visual, matching the music in the background.
SOLUTION:
We were able to select from any brand we wanted to, and I chose The Chicago Transit Authority (CTA) as my client.
I selected 3 distinct aspects of Chicago to highlight, and paired them with songs that I felt reflected them accurately: “Homecoming” by Kanye West for Chicago’s nightlife, “My Kind of Town” by Frank Sinatra for the city’s history/culture, and “Lake Shore Drive” by Aliotta Haynes Jeremiah for infrastructure/iconic streets. With a different voice and font choice for each video, each commercial felt distinct but united underneath the campaign’s messaging. I created storyboards for all videos, and ended each of them with the tagline of the campaign: “Experience Chicago.”
Challenges:
One of the requirements of the project was that it needed to be created using Adobe AfterEffects. Prior to this project, I had used the application once for a short and simple commercial for a previous advertising class. I was charting unfamiliar territory, and spent several weeks learning the program as I worked, compiling the footage and creating text compositions.
We were also required to create storyboards for our videos, which I had never done prior to this project. It was an interesting process, as I tended to stray further from my original storyboards as I experimented in AfterEffects, and then doubled back and changed my storyboards to match.
Summary:
"CTA: Experience Chicago" calls for tourists, locals and others to truly admire the city of Chicago, with it's vast landscape of meshing cultures, complex infrastructure, and exciting nightlife. The campaign pushes for people to explore the city, and utilize the CTA trains and buses to experience Chicago to the maximum.