NYC Train Takeover

JBL X NYC GRAND CENTRAL SHUTTLE TAKEOVER

THE BRIEF Create a deeper awareness of the JBL brand and product offerings through our NYC Shuttle media buy.

THE CHALLENGE Connecting consumers to the personality of the JBL Brand while still clearly communicating key product offerings across multiple categories.

THE SOLUTION Our team decided to compartmentalize each product category into its own visual story, We worked with our inner agency production teams to concept, shoot, and develop unique product experiences within each train car. From smart home audio to expressive wireless headphones, each train car became its own immersive environment highlighting each unique product offering.

HEADPHONE CAR - Celebrates the challenger spirit of the brand through wheat paste style treatment. The interior was treated like a poster series featuring our roster of celebrity talent. From unapologetic pop stars such as Demi Lovato, and game changing athletes like Stephen Curry we showcased the versatility and variety of our style forward headphones. We reinforced our visuals with language rooted in the brand’s Dare To Listen ecosystem - “Dare to Change the Game”, “Dare to Stand Out”, “Dare to Make Moves”, etc.

HOME AUDIO CAR - This car was centered around connected smart audio and helping consumers understand how they play a role amplifying the at-home experience. Powered by Google Assistant, this product story was all centered around music on demand. Each section of the interior was skinned out to replicated different rooms, complimented by informational posters and speech bubble command graphics around every product to reinforce its intuitive functionality.

PULSE CAR - The JBL Pulse portable speaker is all about setting the vibes through color with their ATL tagline “Sound you can see”. With its unique customizable LED exterior this car was all about expressing mood through color. This approach was simply amplifying the notion of Sound You Can See by flooding the car with vibrant color and energetic graphics.

WATER PROOF CAR - This car celebrated all of the waterproof speakers within the portfolio. Pulling through photography we initially captured from our global campaign we transformed the inside of the car into an underwater pool party, complimented with custom float inspired seating.