Automotive projects
I’ve pitched Porsche and Mitsubishi. I helped Mazda grow into their “Feel Alive” campaign for Garage Team Mazda. I’ve worked on Audi at two different agencies and Toyota at four agencies across three time zones, and somehow managed to get BBDO and Chiat\Day to collaborate on a campaign pairing the GE Wattstation and the Nissan Leaf. Below are a few example of automotive projects.
Toyota FaceRace: Drive with your face on Snapchat
Toyotas are known for their reliability, safety, and hybrid efficiency. To make the case that Toyotas are fun, we created an AR-powered Snapchat mini-game where the user gets to drive three different Toyota vehicles using their face. And to make it more fun, we added two easter eggs. When a user opens their mouth, the Toyota’s honk. When they open their eyes extra wide, the headlamps come on.
The game is running on Snapchat in fall 2019. To manually unlock the lens and play the game, take a photo with this snap code and add it as a friend. It will unlock the lens for 24 hours. (Deep-linking in Snapchat is cumbersome.)
Creatives: Daniel Bremmer, Patrick Que, Chris Pierantozzi, Jeremy Carson, Brian Frost, David Dubois, Leo Ventura, Al Duggan.
GE WattStation: The first ads to power the electric car
To launch GE's first electric car charging station, we partnered with TBWA\Chiat\Day so that our GE WattStation ads could power their ads for the Nissan Leaf across print, digital and OOH units.
See the full project here.
Mazda Team Joest: Giving a victory to the fans
Despite not having won, Mazda Team Joest had an active fan base that supported them through missteps and losses as the new team developed. As they worked out the kinks, we planned for Mazda' Team Joest’s eventual first win, which came June 30th at Watkins Glen. Just after crossing the finish line, Mazda tweeted custom videos to their top supporters on twitter featuring the team thanking them personally for their continued support, including specific details like pet names and who they attend races with. The handheld style was selected to make the videos reflect the intimate relationship between the team and the fans.
For the general market we positioned the win as the first of many. We released an Instagram carousel ad where the user interacted by scrolling to reveal a message that said “Thanks for pushing us”, followed by a full-page ad in USA Today that read “Celebrate the win. Live for the journey.”
Creative Directors: Daniel Bremmer, Melissa Webber. Creatives: Kurt Brushwyler, Erik Chrismann, Logan Sheets, Scott Jones.
Mazda: A new kind of holiday inspiration
We created a winter 2018 sales event that positioned a Mazda as a new form of holiday inspiration. We created broadcast and targeted digital assets as well as a toolkit for Mazda dealers nationwide that included simple experiential ideas like offering test drives through neighborhoods with the best holiday lights using the Mazda Connect infotainment system. The campaign laid the groundwork for the launch of Mazda’s seventh-generation vehicles and led to a 24% increase in sales over the previous year’s event.
Creative Directors: Daniel Bremmer, Melissa Webber. Creatives: Kurt Brushwyler, Erik Chrismann, Logan Sheets, Nao Tsunoda, Trevor Sheets.
Toyota Operations Map: An American journey
The Toyota Operations Map had two goals: To tell the story of how Toyota benefits America, and to make that impact felt on a local level.
For this responsive web experience, we did both. Through a long-scrolling interface, we showcased the full range of Toyota operations as a single vehicle moved forward from concept to completion, showcasing Toyota’s engineering, design, manufacturing and sales footprint as well as it’s community involvement.
From there, users could explore Toyota’s impact by state or by sector with downloadable brochures for key stakeholders.
Explore the site here.
Group Creative Directors: Daniel Bremmer & Alex Shulhafer. Design Director: Cory Galster. Lead Product Designer: Aldo De La Paz. Senior Product Designer: Peter Chang. Senior Content Strategist: Neil Gibeau. Lead Experience Designer: Christine Harrigan. Group Director, Experience Design: Frank Lockwood.