"EAT ON THE TRAIN"
SOYLENT
Soylent – “Eat on the Train” Campaign
For Soylent’s expansion into 7-Eleven and other major retailers, I produced, directed, and photographed the “Eat on the Train” campaign—an offbeat, pop-colored series staged inside a rented Paramount Studios train car. I cast 15 unique models, each styled as exaggerated characters eating outrageous meals on their commute: lobsters, pancake towers, giant subs, even a full Thanksgiving turkey.
The production included both still photography and a video sequence that panned down the train, revealing each character in order. The work launched across multiple channels: digital screens in the New York subway, mobile placements, and outdoor media including wheat-pasted posters and billboards in New York, Los Angeles, Seattle, and Canada. Later, the campaign extended internationally, appearing on buses and public placements in London and beyond.
The result was a bold, tongue-in-cheek visual series that positioned Soylent as the complete, convenient meal alternative—playful, disruptive, and impossible to ignore.
