Role: strategy, concepting, art direction, design, copywriting
I was tasked, with a team of creative directors, marketing strategists, account directors, and copywriters, to create a refreshed brand approach for Aston Martin. Our goal was to differentiate Aston Martin from other luxury car brands and create a manifesto reflective of their core brand pillars: power, beauty and soul.
Our approach included a number of creative pieces: a brand manifesto, a completely reimagined website and impactful digital and social campaign tactics for the launch of a new vehicle.
Working with strategy teams, I helped to craft a very specific tone of voice aimed towards values we believed their customers shared that manifested itself in the form of a voiceover video reel.
We created a revolutionary and uniquely different website unlike any other automotive experience on the web, using streaming video feeds and virtual reality capabilities. Our primary goals of the site were to bring driving experiences to life, make the craftsmanship of the vehicle tangible, and to deliver a service, not just a brochure.
In tandem with the reimagined website, we created a number of unique digital tactics for a new vehicle launch campaign that would spread across their website and social media channels to drive awareness and engagement.