Discovery Channel:
Gold Rush Season 2

The subway and the mine shaft have more in common than we admit. Both are places people descend into, day after day, to dig up something worth having. I leaned into that literal parallel with a close-proximity OOH campaign, conceived, designed, and pitched to Discovery, that put century-old miners eye-to-eye with today's commuters. The past had questions about how we work now, and one timeless piece of advice: Dig Deep.