MASTERCARD - TAP & GO /3D DOOH / Times Square NYC

OUTFRONT XLabs / McCann

Mastercard turned everyday movement into a moment. Working alongside McCann and OUTFRONT, Adolescent brought Tap & Go to life through a city-scale 3D anamorphic presence in Times Square and Penn Station—two places where New York never slows down. The campaign transformed routine commutes into immersive, shareable experiences, making contactless payments feel as intuitive and alive as the city itself. Rather than explain Tap & Go, the work showed it—fast, fluid, and unmistakably Mastercard.

Subway line cues morphed seamlessly into the Tap & Go universe, with motion language designed to feel frictionless—mirroring the ease of contactless payment itself. Mastercard’s iconic circle device became the connective tissue across every execution. The circles weren’t treated as static brand marks, but as living elements—expanding, intersecting, and guiding motion throughout the animations. Transitions flowed through Mastercard’s color palette, using warmth, contrast, and rhythm to anchor each scene, allowing the worlds to feel distinctly New York.

The Worlds - Culinary: Heat, sparks, and motion pushed forward—warm, visceral, alive. Entertainment: Light trails pulled viewers into the city, building anticipation through speed and glow. Messi: A moment of scale and surprise—Messi emerging in the subway to score a goal effortlessly.

The 3D placements were supported by digital extensions and on-ground Tap Zones, reinforcing Tap & Go behavior in real-world contexts. The experience moved effortlessly from visual impact to everyday use—meeting millions of MTA riders exactly where they were.

By weaving Mastercard’s visual language directly into motion, space, and storytelling, the campaign transformed out-of-home into an active brand experience—unmissable, intuitive, and built for sharing. Tap & Go didn’t just appear in New York. It moved like New York.