STCP
Leading the creative execution of a campaign for Porto's public transport network, from art direction and production to the design of its key communication assets.
Focused on making public transport more accessible, STCP launched a new onboard payment service that allows passengers to purchase tickets using only a bank card. As Design Lead, I led the visual execution of the campaign, designing its key communication assets, including bus wraps, billboards, MUPIs, and digital applications, while coordinating the design team in the development of the remaining campaign materials.
Focused on making public transport more accessible, STCP launched a new onboard payment service that allows passengers to purchase tickets using only a bank card. As Design Lead, I led the visual execution of the campaign, designing its key communication assets, including bus wraps, billboards, MUPIs, and digital applications, while coordinating the design team in the development of the remaining campaign materials.
Built around the concept "Paying is easy. The look… is optional.", the campaign embraced humor to communicate the simplicity of the new service. I led the art direction of the photoshoot, shaping the visual language and creative execution to bring the concept to life through a series of playful, memorable characters.
Alongside directing the photography, I managed the entire production process, coordinating suppliers, schedules, and on-set logistics to ensure a smooth execution. I was also responsible for designing the campaign's main communication pieces, including bus wraps, billboards, MUPIs, and digital applications, while guiding the team in the development of the remaining campaign formats.
The result was a cohesive campaign that balanced humor with clarity, reinforcing STCP's modern and approachable image. Through consistent art direction and impactful visual applications, the campaign successfully communicated the new service across both physical and digital touchpoints.
