Writer, Creative Director, Optimist
Writer, Creative Director, Optimist
A social micromobility experiment between Club Car and BMW’s Deisgnworks turned into a category-creating campaign launch. New name, new brand identity, new campaign and expression to the world.
Be A Detourist is a colorful, bold, and spontaneous reflection of the audience we targeted in the emerging NEV (neighborhood electric vehicle) market. We watched as the press did double-takes and dealers sold them as fast as Club Car could make them. BMW Designworks case study here.
Role: CD/ Writer - ECD - Laura Nelli - CW - Shannon Fletcher - AD- Kari Grundman - Sr. Designer - Ryan Johnson
Brand Launch / Integrated Campaign / Social / Production
Note: I left the agency on the cusp of production for this project.