For Citi, the challenge was to create seasonal messaging that felt genuinely relevant within some of the busiest and most repetitive commuter environments in New York City. Rather than treating out of home as a static broadcast channel, the ambition was to make it feel responsive to the rhythm of the city.
We led the creative concept of building a context aware messaging system that adapted in real time across a network of digital screens, including Penn Station, Grand Central Terminal, and citywide bus shelters. The campaign pulled in live signals such as weather, time of day, and key moments in the holiday calendar to shape copy that reflected what commuters were actually experiencing in that moment.
Morning messages acknowledged early starts. Cold days leaned into warmth and seasonal comfort. Holiday timing shifted the tone from practical to celebratory. The result was messaging that felt less like advertising and more like commentary on the shared experience of moving through the city.
Running over a two month period, the campaign demonstrated how data can be used not as a technical layer, but as a creative tool. By aligning message, environment, and mindset, the work helped Citi show up as present, human, and attuned to everyday life in New York.
