My Transit App

The brief

Calgary Transit was launching an app that lets riders pay from their phone. Useful, sure. But “there’s an app for that” doesn’t make anyone download anything. The City needed people to remember it.

The idea

We skipped the feature list and went for the feeling everyone knows: the pocket pat-down at the bus door. Each spot builds a small, familiar panic (running late, Stampede with the whole family, a piggybank that won’t give up its coins) and the app ends it in one tap.