We took the idea of "zero" meaning to have nothing, and flipped it around to mean EVERYTHING. With Malcolm Venville as Director and Robert Downey Jr. for the VO, the TV spot set the tone for the rest of the campaign. We were not just selling a car, we were making a much bigger statement.
The print design work I created to sell the concept, was then recreated printed on the side of building and magazines. We got recognized by a few people in the industry and a case study video was created for awards.
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.