Seamless is known for its bright, consistent presence on the NYC subway trains with quippy copy and classic, nostalgic designs. So when it was time to launch Seamless+, our new delivery subscription offering, we needed to go big in this space to promote it. It was also the first time that the ads were brought in-house after an agency had led creative for years—an exciting opportunity.

I led the art direction, working with a small team to conceptualize rewarding diners in a culturally relevant way. Seamless’ iconic visual style also needed to play a large role. The strategy, writing, and design of the campaign was executed in only 3 weeks, and ultimately seen by millions of New Yorkers. It launched a week before the pandemic shutdown and ended up remaining on subways for over a year, garnering even more impressions than expected.

Illustrator/Letterer/Designer: Loe Lee
Art Director: Kaitlyn Richert
Copywriter: Hank Green

March 2020