For this campaign I developed the central concept, creative strategy and full art direction. Working within Blacklane’s highly corporate brand guidelines, I produced a visual system and photographic approach that supported a surprise-and-delight mechanic. The idea was built around partnerships with key brands, allowing us to place curated gift boxes in select vehicles for customers, with the involvement of the driver team.
I sourced and styled all photography, coordinated production, and worked closely with internal teams to ensure the campaign could scale across CRM, paid channels and social. The initiative also had a positive internal impact. Involving drivers directly helped strengthen the relationship between head office and the on-the-ground team, which had historically been a challenging divide.
Although the visual expression was constrained by strict guidelines, the campaign achieved its goal of creating a more human and engaging seasonal touchpoint for a company that does not naturally operate within seasonal cycles.
