This brand campaign spread across the entirety of the Metrolinx GO network, with the crown jewel being a brand takeover in Toronto's Union Station. We transformed one of the busiest transit hubs in North America into an immersive brand moment, spanning digital, print, and environmental placements.

As in-house art director, I oversaw the visual system and execution, and was hands-on in designing several of the larger pieces myself across the entire GO network. Working with our agency partners at Publicis, we made a campaign that felt unified and unmistakably Turo from entry to platform.

The project brought an opportunity to take existing brand photos produced for the US and have them reworked for a Canadian audience. Coupling this with hyper-local messaging made for a brand message that met people where they were.

The takeover stayed up for several busy summer months, and included an activation experience with free Presto card giveaways. By the end of the summer we had millions of impressions.