Acura Launch
TLX: What A Ride
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What A Ride.
This is the kind of world we love to sink our teeth into. We like to walk through the museum in our muddy boots. We love to find that unexpected juxtaposition that captures the essence of the story. The right image in the right moment. That gentle kiss and the slap in the face. This is thesis, antithesis, synthesis. This is 1+1= I could tell you but you’d never be the same.
2017 is the year mobile becomes the number one way people will consume video. This is the first commercial to be shot vertically as a truly social-first campaign. We rethought formats, composition and production. We designed a spot for mobile that looks just as amazing when broadcast on TV.
We worked to find a way to reach a millennial audience and convince them that the 2018 Acura TLX offers a thrilling driving experience they can’t get anywhere else.
We created the first-ever mobile-first campaign for an automotive brand, speaking to the unique and contradictory nature of Acura. The campaign was delivered as vertical video on phones and in an eye-popping triptych format on television. This content was also brought through digital activations.
We created multiple portrait and landscape content to show off the TLX’s newest features.
Safety
Tech
Design
Performance
From there we created content for multiple social and digital platforms and rich media.
Mobile Takeover
Banner - Microsite
Facebook Canvas
Contributors
Created at MullenLowe Los Angeles.
Design Director: Florencio Zavala, Designers: Michael Molinaro, Denzel Hill
"You’re seeing inside of our brains. All of the ideas strewn out on the table, and our spider web of thought connecting all of the dots."
