New Yorkers do not rattle easily. It takes something unusual to quiet a train car. The first time a masked figure with four arms stepped into the subway, heads lifted, then phones came up. That reaction was the goal. For 2200CC’s pre-launch, Afterours Media acted as creative producer and marketing director, building a campaign that lived on the street and on Instagram at the same time. We shot across New York City in early August and rolled the work out as Reels with a vertical-first photo set that supported both social and a wheat-pasting push.