Based
on real
events:
Without taking you too far down memory lane, my career path was pretty much set at the age of 14 during my daily walk to school. Accompanied by a couple of neighborhood kids, those walks became my routine of turning school walks into car commercial story-times. At the heart of the stories was usually some kind of Nissan pickup truck, cruising effortlessly through massive desert storms, leaping over cracks, freeing circus penguins, and all powered by a four-wheel drive and the limitless imagination of a kid.
More than two decades later…
… I still find joy in thinking about mobility and penguins. What you see below are experiments fueled by my imagination (and a bit of AI).
When Icons Collide
What happens when two icons from different worlds join forces? This personal project explores bold concepts between global automakers and iconic brands. Beyond co-branding, this is about ‘breaking things to create something unexpected’ that has the power engage audiences on a deeper level.
CROSS-INDUSTRY INNOVATION
Always play in
a higher class
of your own.
Whether by skewing younger, sleeker, or more premium. A great example is MINI’s strategic shift over a decade ago. At that time research showed that their target audience (middle-aged women, age range: 40-55) responded more positively to seeing younger women (25-30) driving a MINI Coopers. The aspirational pull reshaped perceptions and elevated desirability. The takeaway? Position yourself where your audience wants to be, not where they are.
SHIFTING GEARS IN COMMUNCIATION
Beyond the Wheel
The future of mobility isn’t just about speed or efficiency, it’s about reimagining every aspect of the driving experience. From safety, to convenience, from entertainment to enhancing life on the move. A wide-spanning collection of ideas, features, concepts.
MOBILITY AND DESIGN FEATURES
Go the extra mile
to get people in the (test)driver’s seat.
People don’t test-drive cars they think are out of reach. But 80% who do end up buying. Direct (test-drive) experience overrides assumptions, shifts perceptions, and stretches budgets.
Leverage exisiting data, drive test drives,
and in result drive higher conversions.
SHIFTING GEARS IN COMMUNCIATION
… we stopped
playing it safe?
If you are still here, than you probably agree that cars are more than just cars, but that they are always a reflection of our taste, personality, and status. Yet how comes we always have the same boring choices when it comes to the exterior? This collection of concepts, looks at the exterior from a ‘What If…’ perspective.
What if, it’s not just plain black, blue, silver-grey, or white?
WHAT IF…
No need to reinvent
the wheel, just give it
a fresh spin.
Technology and trends evolve, but the core desires behind a purchase decision remain the same.
Status, freedom, and security remain the most effective communication themes. The key isn’t to reinvent them, but to tell the story differently.
SHIFTING GEARS IN COMMUNCIATION
… your car could turn wind
resistance into power?
What if …
Translating
features into
analogies.
As Steve Jobs already said, analogies are a powerful way to make complex technologies memorable. Take Mercedes famous ‘Chicken Ad’ for example, it not only demonstrated it’s intelligent stability feature, but also is 10years later one of the most memorable advertisements.
Just recently Chinese EV maker NIO became internet-famous for its Champagne- Tower test drive to demonstrate its superior suspension.
SHIFTING GEARS IN COMMUNCIATION
… autonomous
cars brought two revolutions in one?
Inspired by the launch of the Tesla RoboTaxi (and, let's be honest, how underwhelming it was), this project explores what autonomous vehicles could really be.
With the traditional interior set-up and structure being obsolete, we dive into new possibilities of what a car can actually be – a rolling office, a cozy sleeping pod, an entertainment zone, or just a chill space to relax and catch up.
WHAT IF…