Credit
Client: Tesla
Role: Sr. Creative of Global Growth | Creative Direction, Design, and Strategy
Tesla Brand Campaigns
Creative leadership, brand strategy, design, and product marketing – covering US and EMEA global growth. As the Sr. Creative of Growth at Tesla, I developed multi-pronged, integrated global campaigns, including Why Not, More, Not a Car, and Full Self-Driving.
Tesla | Integrated Campaign “Why Not?”
‘Why Not?’ is at the center of the scientific method. To ask the right questions and to challenge existing norms. It is anti-complacent. It explores possibilities that others might dismiss.
Manifesto
Why not put a car in space?
Why not make the machine…that makes the machine?
Why not invent your own alloy?
Why Not-A-Flamethrower ;)
Why not teach a chimp to play Pong...with its mind?
Why not stop running the world’s dumbest experiment?
Why not keep the candle of human consciousness from burning out?
Why not be out there among the stars?
Why Not | 30 Construct
Narrowing down to the Model Y, I developed a construct around its ability to be pushed to its limits, focusing on durability, reliability, range, and off-roading capabilities as key use cases.
Tesla | Integrated Campaign “More”
More… everything, and more than any other car out there. The principle of 'more' permeates every aspect of the Tesla experience—from fun and utility to convenience and safety. It’s inherently built into the vehicle’s design and performance.
More | OOH
More traction
More space
More speed
More safety
More utility
More | Data-driven Feature Construct | More Silence
The More campaign provided a powerful foundation for multiple breakout opportunities, allowing features to be highlighted while creating a cumulative, flexible system tailored to each demographic and location. In this case, it emphasizes the internal cabin silence achieved through Tesla’s advanced multi-layered Acoustic Glass Technology.