THE BRIEF: Launch the QX55 to the market by emphasizing the fact that it’s a luxury crossover coupe that breaks stereotypes.
THE IDEA: Just like the car, the consumer can’t be put into boxes. Yet every day, we are told what content to consume, where to eat, how to think. We created a rallying cry to defy societal expectations through the film “Beyond the Algorithm”, reminding people that this is the car for a provocateur who blazes their own trail. Our approach was to team up with legendary music video director Jenn Nkiru, and treat this almost like a music film.
BONUS: I am now one degree of separation away from Beyonce.
Art & Copy
Divya Seshadri
Meghan O'Neill
Aaron Fisher
CD:
Gabriel Castelo Branco
Jason Pierce