POLARIS

From 2019 to 2021, I worked across the Polaris portfolio, helping lead multicultural creative for Slingshot, Off-Road Vehicles, Snowmobiles and Indian Motorcycle. As an Associate Creative Director, I worked within an integrated creative and strategy team, owning much of the art direction and execution while working directly with the client throughout the creative process.

For the redesigned 2020 Slingshot, our challenge was to introduce AutoDrive to a new audience without losing the attitude that made Slingshot different in the first place. The result was It’s Automatic, an integrated campaign designed to make the Slingshot experience feel more accessible while maintaining its sense of individuality and culture.

I helped develop the campaign idea and led the visual expression across art direction, layouts, typography, paid media and social. I created storyboards and copy lines, directed product and lifestyle photography, led casting and helped produce the campaign film from pre-production through execution.

The campaign helped drive 40% year-over-year sales growth, with 80% of sales coming from new models and 80% of new Slingshot customers new to Polaris. The work also contributed to a 24% increase in sales among key growth audiences and a 6% lift in brand awareness, while earning Bronze at The Show 2021 for Integrated Brand Identity Campaign.