The Everyday Wonder
JUST THE FACTS
Envisioning Land Rover Evoque as an autonomous car for an aspirational young professional audience.
A multimedia campaign that brands Land Rover Evoque as a car whose autonomous features tap into young professional aspirations and help them overcome the obstacles that stand in the way of their success.
This was a group project in which I was a creative strategist, copywriter, and traffic manager. I conducted research into the Land Rover brand, its target audience, and the car market at large, uncovering key insights about the aspirational lifestyle of its target audience, the debate surrounding autonomous cars, and the importance of the Evoque model. These insights translated directly to the "Everyday Wonder" story, which sits at the heart of the campaign. I wrote much of the copy used in the revised executions, and served as creative director for several executions, including print, UX, and several presentations. I also served as project manager, making sure that our group completed all deliverables on time.
Anastasi Sharp (creative strategist, copywriter, designer, researcher, ); Tom Melendez (copywriter, designer, strategist) ; Maya Anders (copywriter, designer, strategist)