DC DPR - REC FOR ALL
ONE CAMPAIGN IDEA, SCALED ACROSS AN ENTIRE CITY
DC's Department of Parks and Recreation hired me for four Metrobus wraps. The idea behind them — "Rec for All" — was strong enough that the assignment grew into a full citywide campaign system: transit, Metro platforms, environmental banners, social, motion graphics, and a 30-second TV spot, all built around the same throughline.
Role: Creative Director / Lead Designer (campaign concept, visual system, and execution)
Scope: Campaign Strategy • Transit & Environmental Design • Digital & Social Systems • Motion & Broadcast
THE CHALLENGE
DC DPR isn't just parks — it's golf, boxing, kayaking, pickleball, yoga, esports, and more, for every age and every ward of the city. The challenge was making that range feel personal rather than bureaucratic, in formats that had to work at a glance from a moving bus or a crowded Metro platform.
THE IDEA
Rather than advertise programs, I chose to advertise people. Each piece centers on one resident and one activity — "Rec for Olivia" with her golf swing, "Rec for Marcus" mid-punch, "Rec for Victoria" with her pickleball paddle — closing every execution on "Rec for All." Bold typography, real photography, and DPR's red-and-black system held it together across every format.
WHAT IT BECAME
What started as 4 bus wraps scaled into:
4 full Metrobus wraps in rotation across 16 buses citywide — an estimated 1M+ weekly impressions
Metro platform digital screens and large-format environmental banners at high-traffic public spaces
Pop-up event signage, social templates, and web banners
Short-form motion graphics for transit and digital screens, plus a 30-second television commercial
THE OUTCOME
One idea, "Rec for All," carried from a bus wrap to a TV spot without losing its shape — proof that a strong concept can scale across city-wide media without becoming generic in the process.