Slice, out-of-home Subway campaign
In 2018, alongside the stellar Slice marketing team including Senior Designer Jessica Mollica, we launched an out‑of‑home campaign across the MTA, PATH, LIRR, and Metro-North. Aimed primarily at raising awareness among pizza eaters, the campaign highlighted marquee NYC pizzerias while taking a jab at ‘Big Pizza’ and larger online ordering platforms.
It successfully met its initial goals at launch and in the years since, and was frequently cited by prospective customers, job candidates, and investors as their introduction to the brand.
An unexpected but valuable outcome was the credibility it established among pizzeria owners who already knew of Slice. Seeing the ads on the subway elevated the brand’s legitimacy, moving these owners further along the marketing funnel from awareness to consideration, and ultimately, conversion.
My roles:
Concept
Art direction
Photoshoot organisation
Photoshoot on-site direction
Co‑design
It successfully met its initial goals at launch and in the years since, and was frequently cited by prospective customers, job candidates, and investors as their introduction to the brand.
An unexpected but valuable outcome was the credibility it established among pizzeria owners who already knew of Slice. Seeing the ads on the subway elevated the brand’s legitimacy, moving these owners further along the marketing funnel from awareness to consideration, and ultimately, conversion.
My roles:
Concept
Art direction
Photoshoot organisation
Photoshoot on-site direction
Co‑design