New Season/
New Stance
Integrated Campaign
Overview
New Season | New Stance transformed Method's annual Spring Promotion into a seasonal campaign centered on the excitement of upgrading. Inspired by enthusiast culture, the campaign captured the feeling of seeing your truck with a fresh set of wheels for the first time.
The Brief
We started with a simple question: How do we make a spring promotion about more than a discount? Through early conversations with the team, we focused on the feeling enthusiasts get after upgrading their wheels. That first walk around the truck. The change in stance. The extra look back after parking. That insight became the foundation for the campaign.
The Approach
I translated that insight into a visual direction built around aspirational automotive photography and the idea of the "look back." I pulled from our existing content library, identified gaps where new photography was needed, and developed the campaign's visual language, typography, layouts, and messaging around that feeling.
I presented multiple creative explorations to the team, gathered feedback, and refined the direction through several rounds before establishing the final campaign system.
My Roles
Art Direction
Creative Direction
Graphic Design
Visual Identity
Digital Ads
Typography
Email Marketing
Creative Direction
Digital Marketing
Typography
