For this project, I developed a full city-campaign concept for Rotterdam titled “Elevate the Underground.” The campaign explores and celebrates the hidden layers beneath the city. Tts history, art, architecture, technical systems, and future innovations. and reframes Rotterdam’s underground as a living, dynamic part of the city’s identity.
For the style assets the Subway tunnels are used throughout the entire campaign. They help the the story as well as they lead you through the brochure
It’s bold, modern, and has that clean, industrial look that instantly feels “Rotterdam.” It reminds you of metro signage: sharp lines, big presence, no unnecessary decoration. Exactly the kind of energy a campaign about the underground needs.
the font is super readable, a bit softer, and gives the longer stories a more editorial, magazine-like feel.
It balances out the toughness of Value and brings some warmth into the content, which fits because the campaign is not just about infrastructure, but the people and stories beneath the city.
To make the campaign Cross medial. There had to be content that could be shown online. During the process of the animating I discovered that Gen Z is vulnerable for moving images. As to the online animation I used a lot of shots during the proces of the 10 seconds. As it builds up to a climax that does nog disappoint.
As for the animation on the right. The poster has been animated to use the advantage of motion in advertising and marketing wise. As we all know we’re distracted by moving screens, and even if you want to, there is no ignoring possible. It catches your eye and your attention is taken by the screen
In this brochure, I explore Rotterdam beneath the surface: A part of the city that often goes unnoticed, yet defines how it functions and feels. By focusing on history, art, and innovation, I wanted to reveal how the underground connects stories, people, and time. Elevate the Underground is my way of re-framing infrastructure as something human: a living system that carries memories, creativity, and the future of the city forward.
Disclaimer – Fictional Project
This project is entirely fictional and was developed solely as a creative concept in the context for Gemeente Rotterdam. It is not intended for commercial use and has no official affiliation with any existing brands, organizations, or individuals.
All names, images, styles, or references used are purely for artistic expression and inspiration. There is no intention to infringe upon any copyrights, trademarks, or other intellectual property rights. Any unintended resemblance to existing works is purely coincidental.