the other denzel

2018 Acura TLX Launch

How can we 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 (i.e. banners, Facebook Canvas, twitter, and more.)

We successfully reached the target audience across all platforms with, a 60% increase in ad effectiveness compared with FY17, and saw a significant lift in awareness, favorability, and intent, surpassing the automotive luxury norms.


Role: Digital Designer / Art Director