📁 MASERATIVARIOUS PROJECTS
Role — Creative Director
Maserati's North American team embarked on an exciting journey to revamp their social channels, aiming to inspire desire in the North American market by wanting to engage a new audience —more youthful, rebellious, and carving their own path.
Our approach involved refreshing their content with new editorial franchises, introducing fresh faces, and tailoring content to resonate with the US audience. We sparked interest by featuring places and people that our audience could relate to, capturing Maseratis in dreamy locations and highlighting unique North American talent.
TEAM:
Agency — Day One
Narrative Lead — Eliza Florendo
Copywriting — Vivian Tam, Fico Ramirez
Producer — Stephanie Harth, Valerie Gunn
Director & Photographer — Ethan Newmayer, Sam Victoria, Levi Walton, Ysa Perez, Breyonna Holt
I. AUDACE: THE JOURNEY OF AUDACITY
In this editorial series, we showcased the inspiring stories of rule-breakers, change-makers, and go-getters who embody the unique Maserati lifestyle. By featuring these incredible individuals, we aimed to align the Maserati brand with a spirit of daring and innovation, moving away from the perception of Maserati as exclusive to country clubs.
II. ROAD TRIP SERIES
As part of ongoing creative ideation and production, we collaborated closely with the Maserati’s team to identify opportunities to take different models of Maserati cars out showcase their power and beauty on American roads.
From Miami to New Port, RI to Monterey Bay, we showcase Maserati in front of iconic American landscape and cities through elevated photography and dynamic video captures.
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