Company: Flexcar
Role: Associate Creative Director
Client: Flexcar
Flexcar is so smart. So smart, that it’s like seven Marcus Smarts. Popping in and out of frame. Driving you toward your future? Something like that.
Services:
Design Direction
Photo Styling
Art Direction
Photography
In happy collaboration with:
David Ziegler-Voll, Executive Creative Director; Ryan Lindner, Art Director of Motion; Douglas Sullivan, Sr. Copywriter;
Marcus Smart + Flexcar (Part 2)
2023
I had the incredible opportunity to work on a multichannel campaign with Marcus Smart to help sell Flexcar. Marcus had been traded from the Celtics to the Grizzlies, and we had one last shot to make something extraordinary. The big catch was that we only had one hour.
The shoot was planned down to the minute. The task at hand was huge.
In seamless collaboration with my phenomenal team, I:
worked meticulously with the copywriter, creative director and video director to cram in as much footage and photography as we could get.
found photo and video ad inspiration from our prospective channels
created an art direction file for the team to align around
created an animatic for our main 30 second spot to get buy-in from marketing stakeholders and investors.
worked with the video director & creative director to stage and light a black void space in the creative director’s garage (I think he just wanted us to clean it for him!). I suggested adding a spot light with our signature blue color.
was the designated photographer on the shoot
collaborated with the video director to come up with new out of home concepts from the shoot after it was over and provided post art direction to the video director for typography, spacing for those ads
bought the sponge on the way to the shoot
The campaign is currently running in Boston, with the exception of the 30 second ad, which will run in September.
30 second spot coming after it airs this fall
I sketched and rapidly stitched together storyboards into a medium fidelity animatic to create creative alignment, analyze shot lists and get executive buy-in
Paid Social
After the shoot, while I collaborated with the motion designer on OOH concepts, I took the same OOH concept and translated it to a 15 second paid social ad. I color corrected the raw footage, chose the music, and made all the cuts. I solicited creative feedback from the team and finalized it. The entire marketing team was really excited about how it came out!
Gratuitous photography from the shoot… just because it was so much fun. I took and edited all of these photos, and directed Marcus on posing (but he was really natural)!
