Photography for Blade campaign. After four years of straight forward messaging and creative targeted to only a very specific demographic, they needed a new look and tone for the launch of their Bounce route, which at $195 is the most affordable ticket they have ever offered. The campaign had to be relatable to a new, more diverse audience while also featuring eye-catching visuals so it would stand out across the social feeds, web pages, print ads and OOH media placements.