Metro DC
Sustainability Impact
Silver HSMAI winner for Corporate Responsibility
Metro faced us with the challenge of creating a video about how taking the Metro just once a week can reduce your carbon footprint. The challenge here was to make it so people would actually get through the whole video, meaning it must be entertaining on top of informative. Immediately my mind went to late night show “Man on the Street” videos! While it accomplishes the goal of providing information to potential and current Metro riders, it also puts a smile on your face. Take a look and let me know what you think!
Art Direction: Liliana Caceres + Alex Belgrave
Copywriter: Mike Stango
Video: Brett Ludeke
Animator: Kevin Jones
Social Snippet: Hmmmm.
Social Snippet: Wrong Answers
Metro DC
DC Ride with Pride
DC Ride with Pride was an exciting and impactful campaign created to celebrate Pride Month in Washington, D.C. I had the incredible opportunity to lead the creative direction, which involved a wide range of design elements. I crafted a striking full bus wrap that became a moving symbol of Pride across the city. We also designed unique Pride Day props and developed a variety of engaging social media assets to amplify the campaign’s message. In addition, I created print and digital advertisements that appeared throughout D.C., ensuring the celebration of Pride reached as many people as possible.
It was such a rewarding experience to see my creative vision come to life in such a vibrant and inclusive context, and to be part of an event that holds so much significance for the LGBTQ+ community. Watching my work be integrated into the city’s Pride celebrations and seeing the positive reactions from people in D.C. was truly special.
Designer: Liliana Caceres
Copywriter: Jordyn Brock
Animator: Shank Rai
Metro DC
Holiday 2021
For the holiday season, the DC Metro wanted something fun to share with their workers and riders. We came up with a concept to do stop motion photography across all channels as well as in-station signage while giving an overall cheery feel. And yes, those hands are mine!
Designers: Liliana Caceres + Francois Fontaine
Hands: Liliana Caceres
Copywriter: Mike Stango
Video: Brett Ludeke
Animator: Kevin Jones
Metro DC
Retail Store
Metro wanted to add some new merch to their online store before the holidays, so we jumped at the opportunity to incorporate some of their previous fun campaigns, such as Matt’s CO2 production! We wanted items from fun gag gifts like a metro employee apron to something DC specific like the Metro stops leading to the Cherry Blossoms or Nationals Stadium.
Designers: Liliana Caceres + Matt Hodin
Metro DC
Youth Mask Campaign
In-station signage was created to showcase a variety of things we have missed out on because of COVID-19. The hope was to entice people to “Mask up on Metro” to get back to birthday parties, concerts, vacations and anything else they have missed out on because of restrictions.
Designers: Liliana Caceres + Matt Hodin
Copywriter: Heather Knight
Metro DC
Earth Day
For Earth Day, Metro wanted to create a fun and eye-catching campaign to persuade people to continue or start taking the metro to reduce their carbon emissions. We put a numerical value on it by comparing the 300,000 tons of carbon emissions Metro riders save to things like 272,000 cars, 40 million gallons of gas and topped it off with Metro being the easiest way to reduce your carbon footprint. Satisfying to look at and makes you feel good about yourself!
Designer: Liliana Caceres
Copywriter: Joel Mazmanian
Metro DC
Non-Commuter
Metro wanted to create a campaign targeting people who use the Metro for non-work related purposes, such as going to a Nationals baseball game! We focused on the $2 night fare to target people looking for late night activities as well as the baseball fanatics in hopes to attract more riders. This is the beginning stage using a 3D approach, and have a 3D designer currently working to bring our concepts to life.
Designers: Alex Belgrave + Liliana Caceres
Copywriter: Christine Reyes
Metro DC
Social Distancing
As one of my first projects at WHITE64, I was given the task of finding a creative way to represent social distancing and summer in one. Using bright and bold colors, we landed on these!
Designer: Liliana Caceres
Copywriter: Matt Walker
