How do you inspire people to try new forms of transportation? Help them picture it. Our alternative transit campaign for Metro shows how biking, walking, using rideshares and taking public transport can help us embrace the journey between Point A and Point B, rather than just focusing on the destination. Women were our primary audience (they represent a tipping point for mainstream adoption of using alternative transit), so all of our illustrated characters are ladies and our language, look and feel are designed to resonate with women without being stereotypically feminine. This was an incredible opportunity to work on an awareness campaign with a positive message, and we had a blast creating it.