SP—087 / Automotive & mobility · Outdoor concept
OPEN ROAD CO.
A creative direction for a touring vehicle campaign.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop OPEN ROAD CO., a fictional concept for a touring vehicle campaign. Category conventions can drown out the everyday reasons someone chooses a vehicle. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People evaluating a vehicle or mobility service for their real daily journeys.
The strategic idea
“MAKE ROOM FOR THE JOURNEY.” is the central creative thought. Make the idea readable in a passing glance. A confident silhouette and a short campaign line carry the composition. Connect a recognisable journey to a distinctive product silhouette. Keep technical, safety and environmental claims tied to supplied specifications.
The creative direction
An original wheel-inspired graphic, assertive typography and a #FF5A00 colour field create the visual language for OPEN ROAD CO.. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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