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Role: Creative Direction / Director / Broadcast Designer
How to create a viral buzz with no car, no name, no budget and no time
Subaru came to me to create a viral buzz for the launch of their new 7-person SUV called the B9 Tribeca that was going to be unveiled at the Detroit Auto Show in a few months. The only problem was that they wanted the piece produced in two weeks without showing any photos of the vehicle and didn’t want to release any facts about it before its debut. The solution was to create a series of viral videos showing their current model line-up rocking back and forth in various locations, ending with the line “Better get busy making more passengers.”. The videos were then seeded through various social video networking sites, and the response among their fan base was huge and led to one of the best launch press coverage they had ever seen.