Feel the Usedphoria, campaign evolution

CarBravo's first Usedphoria campaign introduced a feeling: the euphoria of finding the right used car, without showing a single product. Phase two had a different job. Show what that feeling actually looks like on real people who've found their vehicle.

As Art Director, I was involved from concept through delivery. I helped evaluate and select the director, casting, contributed to the concept development process, and developed the wardrobe direction deck to guide the visual language on set. In post, I worked closely with the editing team to ensure the final cut stayed true to the warmth and energy the campaign needed.

The result was a campaign that felt earned. Less of an introduction, more of a recognition. Like the audience already knew the feeling, and we were just showing them they weren't alone in it.

Ran across Hulu, paid social, and OLA.