Using photography of Romee Strijd provided by the photographer, I created the campaign visuals in Photoshop. I went for a gold-to-black gradient look, so the tram would almost appear to change color while driving through the city, making it really stand out and catch the eye.

To make the campaign feel even more luxurious and immersive, I used Midjourney to generate golden gates that were placed on the tram doors, creating the feeling of stepping through golden gates when entering the tram.

After finalising the visuals in Photoshop, I placed all designs into the official JCDecaux tram dielines in Illustrator. During this process, I carefully looked at seams and placements to make sure the pictures stayed as intact and clean as possible across the different tram sections.

For the ABRI’s, the main focus was making the photography the real centrepiece of the campaign. The challenge here was finding the perfect crop, balance and placement of both the imagery and typography, so the visuals would immediately stand out while the text stayed quick and easy to read within busy city traffic.