Lyft’s popular Women+ Connect feature, which connects women and nonbinary riders and drivers so they can ride together more often, was set for a national launch in early 2024. We needed a high-visibility brand moment to draw attention to the feature so more rideshare users would always choose Lyft. Through media placements in Times Square, stakeholders were looking for strong and bold campaign creative.

I concepted and collaborated with my copywriting and ACD partner, who brilliantly pitched Christina Aguilera as the face of the campaign with her “What a Girl Wants” lyrics as the copy. We explored dozens of design executions before landing on a sleek layout that featured the Women+ Connect UI, which toggled on and animated with a pink glow, as well as a luxurious image of X-tina in a Lyft.

The campaign took over the NASDAQ tower and marquee in Times Square, as well as the TSX screen and car toppers throughout NYC.

Assoc. Creative Director: Neil Ramanan
Creative Director: Nancy Strange
Art Director/Senior Designer: Kaitlyn Richert
Copywriter: Neil Ramanan

February 2024