For Chicagoland I-90 commuters, traffic feels like a game you always lose. The Level Up Your Commute campaign reframes the Pace I-90 Bus on Shoulder service, a series of routes that use the I-90 flex lane to bypass traffic, as the ultimate cheat code for commuting. We leaned into a nostalgic, Pace branded 8-bit gaming look and feel and created a custom web game that utilized AI vibe coding and was inspired by classic Frogger style gameplay.
Built in house and by a two person creative team, the campaign used OOH media to drive riders to a game embedded on the landing page, delighting future I-90 Express route riders and positioning Pace as the smartest way to skip the stress and gain bonus time on your commute.
Role
Graphic Designer at Gatesman Agency
What we did
Brand Campaign, Vibe Coding
Pace Level Up Campaign
Campaign
We used AI powered vibe coding to create a custom web game for the I-90 landing page. Players navigate I-90 traffic in their car by changing lanes and dodging obstacles as congestion piles up. When players successfully make their way to the shoulder, their car transforms into a Pace I-90 Express bus. Traffic disappears. The bus bypasses congestion. The game ends with a win.
THE GAME