Eat on the Train
Client
Soylent
Services
Creative Direction Creative Strategy
Soylent was becoming a go-to option for many at breakfast time, and was looking to focus their targeting on busy commuters in the city with the busiest commuters. We've all seen viral videos of people acting up on the subway – often involving food. And while the official stance of the MTA (for the aforementioned reasons of "acting up") is "don't eat on the train", we felt there was one food you could eat on the train that was better for you and your fellow riders – no mess, no smell, and almost not recognizable as a food at all: Soylent!
We shot scenes of people eating the most egregious (yet somehow believable) meals on the train and juxtaposed those with a simple bottle of Soylent in wildpostings around NYC, as well as a digital kiosk video to remind people while they actually waited for the train what they could bring with them instead and where they could find it.
Art Direction / Design – Danielle Hollander
Photography – Beau Roulette
