Land Rover: Electric Defender
Land Rover was developing an Electric Defender, featuring the highest eco-rating of any SUV in market. Tasked with promoting a product that didn't exist yet, I pitched a Land Rover X Google Earth collaborative teaser campaign. We used the abstract art of the world's surface placed in context with the ability to off-road in an eco-friendly way. I scanned the earth for compelling compositions (which was a fascinating process documented below), and wrote accompanying copy.
Solo project: Kirk Summers (AD & Copy)
Digital zooming billboard
Social Activation:
Explore the globe, take your own snapshot, and share it socially using #All-TerrainLR with the coordinates on FB or IG. The users who received the most likes got their shots framed and invited to an NYC gallery showing. The top voted there won the car. Also pitched Neil deGrasse Tyson kicking off the event by explaining how all these amazing things came to be.
*Click to zoom in
Personal reflections
Although this project highlighted the slight visual differences of the planet, the exercise taught me the opposite lesson, that all things are connected. All organic matter shares a near identical visual design and identity. The Milky Way Galaxy > Earth from space > the texture of marble > the lines in the palm of your hand > nerves under a microscope... all family under the same visual construct. Considering that all matter originated from the same point in time, the Big bang, these similarities aren't coincidence. The same thinking also applies to people. Although we have slightly different visual variations and cultural identities depending on location, we are all made from the same exact material. There is a much larger scope and timeline than the beginning and end of our own lives that we often forget we are a part of.