To develop the advertising strategy for NeuroRoutes, I spent a weekend travelling the London Underground, observing how ads function in that space — how they move, where they’re placed, and how people interact with them.
Most digital ads used slow, subtle animations, gentle fades or pans rather than fast transitions. In a chaotic space, calm motion feels more considered and effective. This suits my aim to keep animation clear and accessible, especially for neurodiverse viewers.
The most effective ads used minimal text, relying on strong visuals and typography. This matches my own design values: accessible communication with a focus on clarity, not overload.
Smaller posters often got lost next to larger, bolder designs. If I choose a smaller format for NeuroRoutes, it will need to be confident and graphic, or I’ll consider using a larger format for stronger visibility.
Bright, saturated colours stood out the most. In a grey, tiled environment, bold colour grabs attention, but for NeuroRoutes, I’ll need a balance between vibrancy and softness to stay both visible and welcoming.
While researching how advertising operates within the London Underground, I came across Global, the media agency that partners with Transport for London (TfL) to manage much of the advertising across the network. Global is responsible for many of the digital screens and escalator panels seen throughout the Tube system. Their website features case studies, campaign mock-ups, and motion-led advertising formats, which gave me valuable insight into how subtle animation works in this space.
I collected several screenshots and examples from their site to use as visual references and mock-up inspiration for my own advertising story. What stood out to me most was how simple, ambient motion, like slow fades, typographic reveals, or gentle pans, could capture attention without overwhelming the viewer. This has directly influenced the style and pacing of my own motion graphics, as I aim to create visuals that feel both engaging and accessible, particularly for a neurodiverse audience.
