The Sing-Along Train: Award-Winning Experiential Campaign

I led creative direction for Brightline’s Sing-Along Train, an experiential campaign designed to turn the passenger journey into a pre-concert brand moment. The goal was to build excitement around a major cultural event while extending Brightline’s positioning as more than transportation — a premium, social, lifestyle-driven travel experience.

The creative challenge was developing a campaign that captured the energy of the concert audience without directly referencing Taylor Swift. I guided the team in creating a brand-safe visual and messaging system that felt celebratory, fan-aware, and culturally relevant while staying within approval guidelines.

The campaign spanned social stories, homepage content, a dedicated landing page, digital display ads, themed train decor, and onboard experience moments. I led the creative direction across channels, partnering with copy, design, motion, brand management, and project teams to ensure the full experience felt cohesive from digital discovery to the ride itself.

The campaign earned a Silver ADDY Award in the Integrated Advertising Campaign category and a Flagler Award, recognizing its creative storytelling, integrated execution, and impact on the passenger experience.