Smart Car’s Custom Wrap Program
Smart Car needed to appeal to two very different generations of drivers. Rather than focus on age, we built a campaign around what they shared: individuality, creativity, and self-expression.
My role spanned concept development, art direction, and production, collaborating on set with director Phil Joanou on three campaign films.
Partner: Alex Smulian ECD: Saks Afridi, Eddie Van Bloem Director: Phil Joanou
Paid Social
Instagram users own photos demonstrate how infinitely customizable the wrap program is.
Smart Car owners can design their wrap at smartusa.com/CustomWrapDesign. From there they are encouraged to share it on social media where their friends and followers can vote on the best design.
Display
Banner ads directed people to smartusa.com/CustomWrapDesign
Wild Postings
Die-cut posters demonstrate how infinitely customizable the wrap program is.
