PART OF EVERYDAY LIFE
Client - Nexus / Tyne and Wear Metro
Deliverables: Deliverables: Campaign concept, creative direction, two broadcast TV films, film production, drone footage, regional TV campaign.
Forty Years. One Metro. A Story Worth Telling Again.
STORO collaborated with J6 Films and Drummond Central to re-ignite pride in the Tyne and Wear Metro, the UK's largest metro system outside London. A brand refresh brief became two broadcast films that turned a decades-old transport network into a story people could feel proud of again, airing across regional TV for three months.
THE CHALLENGE
The Metro has served the region for almost 40 years. But familiarity had made it invisible. Nexus wanted to change how people felt about the system, not just sell tickets. The audience was broad: families, students, elderly passengers, people with disabilities, commuters, and Metro staff. Representing that diversity authentically was the core creative challenge.
APPROACH
Show the Metro as part of everyday life. Not through service messaging, but through the people who use it and the people who keep it running.
We produced two films using a documentary approach with narrative technique. Handheld camera, natural light, real locations. Trains could not be stopped. There was no unit base. Costume changes happened on trains and in cafes. Actors were positioned carefully around real commuters to create authentic compositions without disrupting journeys.
IMPACT
Two broadcast TV films aired regionally for three months
Described by Nexus as a major new marketing campaign for the Metro brand
Helped refresh and reposition a decades-old regional brand
WHY THIS MATTERS
Public transport keeps communities connected and reduces pollution. This campaign treated the Metro not as a service to be marketed, but as a story about how technology serves people.
