After we rebranded the transit system we went to work on the ad campaign. The main goal was to create a look and tone that would appeal to a much younger, hip audience. For the TV spot it got really interesting. I worked primarily as a team with my copywriting partner at the agency. Budgets were extremely low. Real creativity is tested when you have little to no budget. We shot the tv spot with a local cable crew. It was done for almost nothing and in a 3 hour time period. I was holding the boom box to keep the girl on time with the lyrics. It was just a crazy shoot. But I feel the end product came out great because we pushed ourselves when the odds were against us.