The world’s preeminent science-focused live event series, co-founded by Columbia professor and bestselling author Brian Greene and featuring luminaries ranging from Stephen Hawking and Tina Fey to Yo Yo Ma and Neil DeGrasse Tyson—approached us to help drive ticket sales by cutting through the clutter to promote their week-long event to busy New Yorkers.

To promote the annual Festival to locals, we concepted, wrote and designed an irreverent series of subway and bus stop ads around the city that caught the attention of busy commuters with scientific takes and engaging stats on current pop culture references, from emojis and bed bugs to manspreading and pizza-eating rats.