Role: Art Direction & Shot List
The brief for this project was to highlight the release of the GTI Rabbit Edition and Beetle Final Edition. Our audience loved these vehicles, and we wanted to introduce them in a way that was different than our traditional announcements. Using the unique architecture of our creative partners', Race Service LA, office space as our backdrop.
The pitch was to achieve contrast in the creative, using the contrast between the GTI’s aggressive silhouette juxtaposed to the Beetle’s iconic family “Bug” silhouette.
Our team developed a loose style guide, made to represent how we wanted both vehicles to be viewed by our audience. Making an emphasis on shadow play and placing the vehicles in unique architectural backdrops
Creating a style guide would allow for our creative partner to make better, quicker, and easier decisions while providing a consistent look and feel throughout the picture set.
CONTENT STRATEGY
We wanted to produce imagery our audience would love to share, with distribution planned for Instagram, Facebook, Twitter, and Youtube. Distribution would coincide with an LA Auto Show recap film, parts of which were also filmed at the Race Services location.
Goals:
Create galleries for all platforms, create copy, and hashtag strategy. Rolling out creative to all social media platforms during the week of LA Auto Show. While developing a style guide that could be shared with future external vendors we collaborate with.