Creative & Creative Director

Brief
To give the American Collection a logo and style guide and promote the collection to European customers – using only premium American vehicles with make and model guarantee using 5 vehicles – in 5 locations in the USA.

Cars
Ford Mustang GT
Chevrolet Camaro
Jeep Wrangler
Dodge Challenger
Cadillac Escalade

Idea
Leaning into the iconic design (and their Faces) of the 6 Collection cars, we created a series of images using just the headlights/grill/American number plate to conjure up the personality of each individual car and in turn, the fleet.

Taking inspiration from classic print advertising, like DDB’s VW’s ‘Lemon’ and Ogilvy’s Rolls Royce ‘Electric clock’ I wanted to explore using long copy combined with a headline that would highlight a feature, whether emotional, historical, or physical about the cars. My favourite for the Ford Mustang GT, ‘It took a wild horse to make a pony’. Reflecting on how the Mustang brought the Pony car craze to fruition and in turn rejuvenate the flailing automobile industry in mid-1960’s America.

I wrote copy to accompany the six cars, recollecting their history, interesting anecdotes and reflect on their legacy. All copy ended with the line: One face, a thousand stories.

Deliverables
6 hero stills of the Face of each car alongside long copy, shot in 4 different locations in the Los Angeles area.
Additional 34 stills of a variety and framings of the 6 cars.
American Collection logo and multiple variants.
Multiple social posts for Twitter, Instagram, Facebook. Banners TBC.