SP—090 / Automotive & mobility · Awareness campaign
DRIVE CHAPTER
A creative direction for a test-drive booking campaign.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop DRIVE CHAPTER, a fictional concept for a test-drive booking campaign. Category conventions can drown out the everyday reasons someone chooses a vehicle. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People evaluating a vehicle or mobility service for their real daily journeys.
The strategic idea
“START SOMETHING MOVING.” is the central creative thought. Open with an occasion the audience recognises and give it a memorable new visual expression. Connect a recognisable journey to a distinctive product silhouette. Keep technical, safety and environmental claims tied to supplied specifications.
The creative direction
An original wheel-inspired graphic, assertive typography and a #FF5A00 colour field create the visual language for DRIVE CHAPTER. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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