Infinite Possibilities
How do you convince an audience of policy makers and opinion elites that a 200 year old freight rail company isn’t slow and outdated, but actually innovative? Innovate.
RP3 Agency won the business with my new tagline, and brand positioning built more on what fright rail makes possible, than the actual trains or tracks you see everyday. This allowed Norfolk Southern to avoid dated imagery or being pigeonholed as “old school.” Then we built a multi-faceted creative platform, including everything from high impact TV, to engaging digital content, to community events, all of which helped change perceptions and position Norfolk Southern for future growth.
My Role: CCO/Copy, CD/Art Direction: Chris Sheldon, Dylan Bernd, Creative Technology: Kurt Roberts
“City of Possibilities,” the spot that won the pitch and started it all. My Role: RP3 Agency Founder/CD/Copy, Art Direction: Chris Sheldon, Production: The Mill, NY
Creative Technology: Kurt Roberts, Art Direction: Shawn Huddleston
“NS Junction” Art Direction Shawn Huddleston, Chris Sheldon, Copy: Lisa Biskin
“Another Big Day” Art Direction: Chris Sheldon, Copy: Lisa Biskin
When Norfolk Southern painted some of their locomotives in throwback color schemes, we turned them into 200-ton media vehicles with a nationwide tour, commemorative trading cards and an app that allowed rail fans to track the trains and earn badges by creating sharable photos and videos. Design: Kaleena Porter, Shawn Huddleston, Tech Lead/UX: Kurt Roberts
