Production Case Study Google MTA Tap and Pay
New Yorkers want to commute fast.
Plain and simple
OMNY is the NYC MTA’s new fare payment system. With OMNY, you can use your own contactless card or smart device to make fare payments and ride.
The good people at Google who have a vested interest in mobile payments were excited and wanted to announce the rollout before the system went live. This meant doing a production where we worked around the fact that the app and the turnstile were not yet communicating.
We captured video, stills and animated gifs used in a launch campaign that showcased the technology in advance of the MTA rollout. This spread the word to millions of NY residents and visitors around a new way to pay.
The end result was great video, stills, and GIF's of seamless use of the system for Google to show before the rollout.
The stills were the fist hot item to get out. We set up that shoot first, got the client approval on set, and sent off to retouchers before lunch!
The video we then took the rest of shoot day to really make it feel natural. Our talent had to give a sense of being real NY’ers and be natural.
This footage ran locally and we used pieces of this material for numerous other media assets.