Creative Direction: Rail Safety Campaign for NJ Transit

In collaboration with our in-house video production team, I led the creative direction and design of visual assets for a statewide rail safety awareness campaign commissioned by NJ Transit. The initiative was launched in response to multiple fatal rail incidents involving teenagers and aimed to educate the public about the dangers of trespassing on railroad tracks and reinforce safe behavior around active rail lines.

Working closely with producers, editors, and stakeholders, I translated complex and emotionally sensitive subject matter into a clear, engaging visual narrative. My role included leading the creative team, establishing the visual direction, designing supporting graphics, and ensuring that every element aligned with NJ Transit’s communication goals while remaining respectful of the campaign’s serious message.

The final videos combined news coverage, firsthand testimonials from train conductors and NJ Transit representatives, documentary-style b-roll, motion graphics, and concise safety guidance to create an impactful educational experience.

By balancing compelling storytelling with accessible information design, the campaign delivered a memorable public service message that encouraged viewers to recognize potential hazards and make safer decisions around railroad crossings and tracks.

My Contributions

• Led creative direction and visual design for the campaign.
• Managed a multidisciplinary creative team in collaboration with an in-house video production team.
• Designed motion graphics and supporting visual assets for educational video content.
• Established a cohesive visual language that reinforced the campaign’s messaging while maintaining sensitivity to the subject matter.
• Partnered with stakeholders throughout production to ensure the final deliverables aligned with public safety objectives and NJ Transit brand standards.

Watch one of the campaign clips below.