ABOUT

Metro needed more Angelenos to choose public transportation on matchdays but getting people to ride meant giving them a reason beyond convenience. We uncovered a simple truth: for football supporters, the excitement begins long before kickoff. As part of the "Shoulder to Shoulder" partnership with LAFC, we transformed an ordinary Metro ride into the opening act of the matchday experience. A young fan's chance encounter with LAFC players turns an everyday train car into a celebration of chants, energy, and community, capturing the passion that unites Los Angeles. By celebrating the city's diversity and the ritual of supporting your club together, the campaign positioned Metro as more than transportation it became part of the journey.