Designed to promote ABCD’s free tax preparation service, these animated ads were implemented throughout the Boston area on digital live boards at subway stations and bus stops. The static image versions below were placed in subway interiors, bus interiors and on bus tail ad spaces.

The ad is short, sweet and quick. Riders and passerbys often won’t have time to digest more information in a bustling city like Boston. The ad makes use of ABCD’s signature orange branding color and because of it being a subsection of the financial services program, utilizes the green color assosciated with that.

The digital live boards exist as sets of 3. Some ads choose to treat the 3 boards as one large canvas but because there are sizeable gaps between them, the ads often feel disjointed and clunky. Many Boston neighborhoods are diverse and not always native English speaking so I used this opportunity to create translated versions of the ad to fill up the 3 digital live boards. I found that in the neighborhoods where the ad placements were purchased, the optimal translations would be for Simplified Chinese and Haitian Creole.