THE ASK Tie the MTA Subway network into the experience of New York City.
THE INSIGHT The subway is representative of New York and its inequality and diversity according to Census Bureau.
THE BIG IDEA Make the Subway the symbol of New York life.
New York City is the subway. Insert this way / this side facing you
New York isn’t the statue of liberty. Insert this way / this side facing you
New York isn’t the empire state building. Insert this way / this side facing you
New York city is the subway where else do you feel so uncomfortably comfortable? Insert this way / this side facing you
where else do you see the daily race of people from every spectrum imaginable sharing space? Insert this way / this side facing you
Where the dichotomy is side by side? Insert this way / this side facing you
The artists and the bankers. Insert this way / this side facing you
The tourists and the natives. Insert this way / this side facing you
This city belongs to each of us. Insert this way / this side facing you
This city belongs to everyone. Insert this way / this side facing you
Humans are best illustrated when they’re brought together and given one purpose. Insert this way / this side facing you
To get from point A to point B. Insert this way / this side facing you
Everyone’s waiting for the same train, sharing space with hundreds who are stuck in transit. Insert this way / this side facing you
In-between moments. Isn’t that what they are? Insert this way / this side facing you
And that’s when you really see New York City. Insert this way / this side facing you
In-between moments. Insert this way / this side facing you
The filth. The romance. Insert this way / this side facing you
The jerks. The kind strangers. Insert this way / this side facing you
In-between moments. Insert this way / this side facing you
See the reality. Insert this way / this side facing you
What you won’t find in glossy magazines. Insert this way / this side facing you
or silver screens. Insert this way / this side facing you
New York City is the subway. Insert this way / this side facing you
MTA. The sponsor of your in-between moments. Insert this way / this side facing you