WMATA Metro 'Don't Be Traffic' Campaign

Don’t Be Traffic was a video-first campaign developed for WMATA/Metro to remind riders and potential riders of a simple truth in the DMV: sitting in traffic is optional. Instead of burning time behind the wheel or stuck in the backseat of a rideshare, Metro lets you actually use your commute, whether that means relaxing, scrolling, listening to music, or just arriving without stress.

To make the message feel authentic and native to social platforms, we built the campaign using a mix of real UGC and scripted UGC-style content shot with influencers/actors. The result was a library of quick, punchy spots that felt like something you’d naturally encounter while scrolling, not a traditional transit ad.

Designer/Art Director: Matt Hodin

Copywriter/Art Director: Mike Stango

Creative Director: Alex Belgrave

Animator/Editor: Shank Rai

Agency: WHITE64

Made in mid 2025

BACK

CHALLENGE

WMATA/Metro needed fresh content that could extend the original Don’t Be Traffic platform while driving two specific behaviors: getting customers to use Metro for airport travel to DCA and IAD, and choosing Metro instead of relying on rideshare. The creative also had to feel current and believable within a social media environment, not like a traditional transit ad.

INSIGHT

In a region where traffic is a constant, the real frustration isn’t just the delay, it’s the wasted time and mental load that comes with it. Whether you’re driving yourself or stuck hoping a rideshare shows up on time, you’re still trapped in the same gridlock. Metro offers a different experience: you’re still moving, but you’re not stuck, and your time belongs to you again.

APPROACH

To make the message feel native to social platforms, the campaign used a blend of real UGC and scripted UGC-style videos shot with influencers and actors. Each spot was designed to capture recognizable moments like app refresh anxiety, “two minutes away” rideshare estimates, flight timing stress, and stop-and-go traffic. The edits were fast, text-forward, and built to feel like something you’d actually see in a feed, with Metro positioned as the simple alternative.

The campaign included storyboarded social concepts and final short-form video spots tailored to both airport travel and rideshare avoidance. Each piece was modular and designed to run across platforms where quick, relatable storytelling performs best.

OUTCOME

Don’t Be Traffic reframed Metro as more than transportation, it became a smarter choice for commuters and travelers who want to avoid traffic stress and get their time back. The UGC-first format helped the campaign feel authentic, entertaining, and easy to engage with, while keeping the Metro benefit clear in every execution.