Smart Car

Smart Car faced the challenge of targeting two distinct age groups: young buyers before having children and older buyers after their children left home. Instead of focusing on age, we identified shared values such as creativity, environmental awareness, and open-mindedness. We developed a strategy that emphasized these values, allowing the brand to resonate with both groups. The Custom Wrap Program, which let consumers personalize the car’s exterior, was key to this strategy. I developed the campaign from concept to execution, collaborating on set with director Phil Joanou to bring the below to life.