Amtrak is leaning into speed, swagger, and cinematic style with the launch of “The Build,” a sleek new advertising campaign spotlighting its NextGen Acela trains.
The new 30-second and 15-second spots position Amtrak’s premium rail experience as a modern alternative to the frustrations of driving and flying, using high-energy visuals and a confident tone more commonly associated with luxury automotive advertising.
“All of the distinct elements and benefits of our NextGen Acela fleet are reflected in ‘The Build’ to highlight what makes train travel so great,” said Amtrak Executive Vice President and Chief Commercial Officer Eliot Hamlisch.
The campaign is part of Amtrak’s broader “Retrain Travel” platform, which encourages travelers to rethink traditional transportation by emphasizing rail’s comfort, convenience, and premium experience. Created alongside agency partner Mekanism, the campaign embraces stylized cinematography, percussive music, and tech-forward visual effects to showcase the engineering and amenities of the new trains.
Award-winning director Warner Shaw helmed the spot, while production partners Stept and VFX studio ArtJail focused on highlighting the fleet’s technical sophistication. The production also utilized a Motorized Precision EVO robotic camera rig to capture smooth onboard footage and reinforce the campaign’s polished aesthetic. Watch below:
“In our third year as Amtrak’s creative partner, we wanted to do something more than just show a new train,” said Jason Harris, CEO of Mekanism. “We wanted to reframe the visual elements of the ultimate competitor: the car,” adding, “The NextGen Acela is more than a transit update, and this campaign mirrors that sleek, disruptive energy.”
Amtrak plans a major media push for the campaign throughout summer 2026, including placements during the Kentucky Derby, NBA Playoffs, and other live sporting events across linear television, connected TV, YouTube, and streaming platforms.
The campaign will also expand across social media, influencer partnerships, podcasts, and programmatic advertising, with scene-level contextual targeting built into connected TV buys to reach viewers watching travel, airport, and business-related content.
Since launching in August 2025, Amtrak says more than 800,000 passengers have ridden the NextGen Acela trains between Washington, D.C., New York, and Boston.
CREDITS:
BRAND: Amtrak
AGENCY: Mekanism
- Bryan Davis, Creative Director
- Allison Amato Ostrowe, Head of Business Management
- Annabel Turrado, Business Affairs Manager
- Judy Ybarra, Director of Business Affairs
- Mona Song, Associate Creative Director
- Tim Noble, Associate Creative Director
- Davoud Kermaninejad, Senior Production Designer
- Emma Greenwood, Group Strategy Director
- Charlotte Deavers, Business Director
- Vidhi Shah, Executive Creative Director
- Stephanie Sones, Business Director
- Lizzy Auwaerter, Senior Producer
- Alli Trendler, Business Manager
- Carrie Lipper, President, East
- Jason Harris, CEO and Founder
- Katie Weber, Project Manager
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