Tram 17
A streetwear store in Warsaw wanted a campaign that felt local, not borrowed from a global brand mood board.
Their customers are skaters, students and night shift workers who all ride the same tram line home. That became the starting point.
We followed tram 17 from the last stop to the depot over one rainy night. Every stop became a set: neon signs, wet pavement and people we met on the way, styled in the store’s new collection.
The content was built for three outputs at once: a 60-second film for Instagram, a set of TikTok cut-downs and posters printed for the store window and real tram stops.
Locals who appeared in the shoot got their own cut to post, which turned the cast into the distribution network.
The film passed 900,000 views in the city, store visits went up 40% in the launch month and the poster series sold out as merch.
The store now runs a seasonal line campaign, each time on a different tram route across Warsaw.
