Lyft Off Campus
BRAND STRATEGY • DATA-DRIVEN STORYTELLING • CAMPAIGN DESIGN • COPYWRITING • OUT-OF-HOME ADVERTISING • SOCIAL MEDIA
The Lyft Off Campus campaign uses Lyft’s university rideshare data to transform student behavior into localized, story-driven experiences across out-of-home and social media touchpoints. Centered around the idea of Lyft as a student’s “friend with a car,” the campaign captures the rhythms of life beyond campus through playful, culturally relevant storytelling, tailored to different college communities. By blending data-driven strategy with bold visual messaging, the campaign positions Lyft as an affordable, socially connected transportation partner woven into students’ everyday lives.
Role: Brand Strategist, Graphic Designer, Copywriter
Team: Lena Morton, Elisa Boulton, Monish Kapaida
OOH/Ambient Media
SOCIAL MEDIA
X (formerly Twitter) was selected as the primary social platform for its real-time, conversation-driven environment and alignment with commentary-based student culture. The platform supports concise, personality-led storytelling rooted in humor, relatability, and shared campus experiences, allowing the campaign to engage students in a way that feels immediate, culturally aware, and native to the platform.
