Posts tagged Sound Transit

Break a Mindless Habit

We all know about the mind-numbing slog of getting from point A to B in our cars, especially when commuting. Sometimes, the drudgery of it all can almost make you feel like a zombie. That’s the feeling we decided to capture in building this new, but unfortunately car-brained world for Sound Transit—the Puget Sound region’s public transit system—presenting commuters with an alternative that can make them feel a bit more…human.

But the unfortunate truth is, one way or another, most of us are a part of this undead community. Making it easy to sympathize with these spooky-and-all-too-familar commuter scenarios; including how high gas prices drain your soul, and parking tickets that are truly the dawn of the dread. So encouraging drivers to “Break a Mindless Habit,” we feel their pain in the ads as they literally rot through traffic.

And our client, Tim Healy, Sound Transit Marketing Director, said it best, "We love that Copacino Fujikado recognizes that Sound Transit offers people a great alternative to driving. Though ridership is up on most of our services options, we want to spread the word that public transit is, well, a no brainer. "

Production on this was also a blast, but creating our zombified car commuters was no small task. Director Michael Illick and Executive Producer Brad Goldthwaite from Food Chain Films pulled together and excellent crew of Pacific Northwest artists to create the oozingly good hair & make-up techniques, plus wardrobe had to age and distress every article of clothing to make it as if these drivers had been stuck in their endless routines for 100,000 miles.

Andy WestbrockMay 9, 2025Sound Transit, Break a Mindless Habit, Campaign

Skip the Drama of Driving

Prithee, why doth thou go by automobile? You sit-ith in traffic for hours on end. Observe thy gas gauge dwindle ‘til no more. And shill out $47 for “early bird” parking. Why go through all this drama?

Good question. Which is why Sound Transit wanted to shed light on a better choice: riding Link light rail. Through Shakespearian language, stage-driven direction, and a cast of proper thespians, we dramatized that moment of choice between driving or riding Sound Transit to your destination. This was done during a time of rapid expansion across the Puget Sound region, namely in areas where Link light rail had never existed, giving residents a new choice and new questions to ask. Huzzah!

Andy WestbrockSeptember 30, 2024Sound Transit, Link Light Rail, Ads, Campaign, Copacino Fujikado, Drama

Hop On Sound Transit

To put it mildly, life. Is. A. Lot. And it rarely lets up. From the time you wake up and until you go to sleep, there’s a lot of stuff on your shoulders: jobs, school and babies. Meals that need to be cooked, served and eaten. Laundry that needs laundering and Instagram feeds that need scrolling. How are we supposed to do it all?

I donno, I’m not here to solve all your troubles. But I do know at least one responsibility you can turn over to someone else, and that’s your commute. Instead of stressing out about driving, traffic, parking, or whatever— just kick back and let Sound Transit take you there.

And with routes and rails connecting the region, including a few newly opened stops, people can rely on Sound Transit to give ’em a lift to wherever they’re going. So we decided to take that promise literally.

We created a character: the embodiment of Sound Transit’s entire transportation system, who happens to be in a cool bespoke suit. As he treks around the Sound, riders can hop on and take the burden of the trip off their shoulders. Bing-bong!

We found a great production partner in the Docter Twins and Thinking Machine who really helped to solidify our plans to carry humans around on top of other humans, and they didn’t even bat an eye. This was a perfect situation where everyone had to come to the table with a problem-solvers mindset everyday, and it showed in the end result. And it was also a ton of fun. A number of us, including your’s truly, were even able to climb aboard our human Sound Transit during the shoot. See if you can spot us!

Andy WestbrockSeptember 21, 2023Sound Transit, Campaign, Seattle

Seattle Icons Welcome Everyone Aboard Sound Transit

Three new stops on Sound Transit’s Link light rail bring neighborhoods throughout the region closer together. With stations opening in the Roosevelt, U District, and Northgate neighborhoods, Sound Transit needs to let riders know when the new stations open, and entice them to explore everything each newly-accessible neighborhood on the route has to offer. So who—and what—better to spread the news than the local neighborhood legends themselves?

Andy WestbrockOctober 2, 2021Sound Transit, Seattle, Washington, Puget Sound, Northgate Expansion, 3D, Animation, Character Design

The Wheels of Sound Transit Go 'Round and 'Round

Even as the world stopped in the face of a global pandemic, the wheels of public transit still need to go ‘round and ‘round. So Sound Transit, which provides mass transportation to tens of thousands of people in the Pacific Northwest via bus, light rail and train each month couldn’t go into lockdown, even as many of of did. Commuters—and especially front-line workers—still needed them more than ever. The wheels of Sound Transit couldn’t stop. And they didn’t. As vaccinations rolled out across our region, our challenge was to welcome anxious riders back to a safe transit option—one that never took its foot off the gas. An emotional and undeniably catchy take on the well-known children’s song did just that.

Andy WestbrockApril 12, 2021Sound Transit, Wheels, Advertising, Campaign

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