Our concept for the campaign was to turn the meaning of "zero" on its head - from representing nothing to encompassing everything. With the talented director Malcolm Venville and the voiceover of Robert Downey Jr., our TV spot established the tone for the entire campaign. The message was bigger than just selling a car; it was about making a bold statement.
The print designs I created to promote the campaign were not only used in print media such as magazines, but also printed on the side of buildings. Our work gained recognition from industry leaders, and we were honored with a case study video created for award shows.
Out-Of-Home takeovers, Times Square, and print.
All kinds of fun digital extensions.
Smoking Outdoor Installation - NYC Auto Show
Here is the creative process to bring the idea to life.