Brief:
A new train launch isn’t exactly headline news for most people—it’s just another ride. The challenge was to create a film that made viewers care, turning a functional upgrade into an emotional story about movement, connection, and the rhythm of urban life.
Client: Transmashholding
My scope of work: Wrote the script, aligning messaging with brand objectives in collaboration with the strategic team. Worked with the director on storytelling and ensured seamless execution with the production team.
Goal:
TMH, in collaboration with the Metropolitan Transit Authority, launched a new train model in 2020.
Beyond just showcasing the design and technology, the goal was to create a narrative brand spot to show the train as an integral part of the city's daily rhythm—highlighting both the improved passenger experience and the diverse communities it serves.
How do you turn a train launch into a story that resonates with the people who ride it?
Achievement:
Developed a manifesto-style narrative that drew parallels between the train’s innovations and real passenger experiences. Translated functional improvements into relatable moments, making the film not just about a new train, but about how it enhances everyday life.