We turned subway courtesy into a code of honor. A citywide transit campaign for A Knight of the Seven Kingdoms.
Role: Copy Lead
Channels: OOH / Transit / In-Station / In-Car
Challenge
Game of Thrones is one of the most iconic franchises in television history. So when HBO Max introduced a new story from that universe, A Knight of the Seven Kingdoms, we needed a campaign that could break through in one of the hardest places to earn attention: New York City.
Insight
The subway has its own code of conduct — loud, crowded, chaotic, and governed by unwritten rules. That made it the perfect modern proving ground for honor.
Idea
At the center of A Knight of the Seven Kingdoms is Ser Duncan the Tall, a humble hedge knight trying to prove that honor still has a place in the world. We brought that code into the real world by partnering with the MTA to reimagine its familiar “Courtesy Counts” campaign through the lens of Westeros.
Everyday subway etiquette became acts of knightly virtue — giving up your seat, making room, moving with care — all written with a balance of medieval charm, irreverent humor, and modern commuter truth.
Execution
Illustrated scroll-style placements across in-car and in-station media featured an armored knight modeling what honor looks like underground. By embedding the campaign directly into daily commutes, we turned routine transit moments into playful, world-building encounters — driving awareness for the series in a way that felt native to New York and true to the show.
Role
As Copy Lead, I helped shape the campaign voice, messaging approach, and final copy across the transit experience, balancing HBO’s premium storytelling with the humor and clarity needed for an MTA campaign.