Maserati
The Ghibli marked Maserati's shift from a boutique automaker to a mass-market luxury brand, competing with the Audi A6, BMW 5 Series, Jaguar XF, and Mercedes-Benz E-Class. Research showed that consumers viewed Maserati as aspirational but needed proof of its place in the mass luxury market. We developed a campaign that positioned the Ghibli as the new leader in a category of followers. I developed the creative from concept to production, working closely with director Raymund Bark to shoot six commercials in the Mojave Desert.
- Project Roles
- Art Director, Creative Director
- Company
- mcgarrybowen
- Skills
- Art Direction, Conceptual, Design, Storyboarding, Commercial, Digital, Film, Adobe Illustrator, Adobe InDesign, Adobe Photoshop, TV, Creative Direction, Type Design, Creative Strategy, Brand Strategy, Social Media Strategy , Design Strategy, Adobe XD, Canva
- Media
- Commercials - Broadcast, Commercials - Video, Photography, Billboards
- Project Industries
- Advertising
