Summer of 2023, the Los Angeles Metro system unveiled its regional connector, which promises seamless, transfer-free rides between Long Beach and San Gabriel Valley and between East LA and Santa Monica, made possible by three new artsy Downtown stations.

In scripting this ad — which ran in conjunction with the launch — I tapped into that particular LA longing, for the friend who moved across town.

The solution? Easily meet up in the middle, in DTLA.

By February of 2024, LA Metro reported its highest ridership levels since the start of the pandemic. There was, in 2023, an 11.6 percent increase over 2022 ridership rates. Some weekend days even exceeded pre-pandemic numbers.

Agency: Civilian

Creative director: Jeff Zimm

Senior copywriter: Chantal Aida Gordon

Photographer: Andrew Burns

Producer: Arthur N. Ebuen

Accounts: Cara O’Shea and Madison Espinoza