<CAMPAIGN>
Buick - Reframed
<ROLE / CONTRIBUTION>
Artistic Direction
<CLIENT BRIEF>
Buick, known for being your Grandfather’s old car, wanted to create a new artistic vision that shows a younger audience a side of the brand that is less conservative and more of a work of art.
Concepts should communicate that Bucks an elevated work of art that’s refreshingly different.
<CAMPAIGN DESCRIPTION>
Buick’s Re-framed campaign, used mixed reality and CGI to help show a more contemporary side of the brand that positioned it’s new vehicles as fine art that belongs in a gallery.
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<PRODUCT>
BUICK ENVISTA 2024
<DESCRIPTION>
Shot from the POV of someone entering a gallery space, we see a glass cube installation with metallic blobs swirling and mixing together. The metallic blobs begin to transform “right in front of the viewer” and become the Buick Envista.
<KPIS>
1.5 Million Views
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Envision 2024 “Air Dance”
<Description>
In a museum-like setting we see a beautiful display of swirling fabric that’s floating above a circular “fan” pedestal.
We then reveal the Buick Envision is also part of this installation, and is floating 10 feet off the ground, with fabric swirling around it.
<KPIS>
5 Million Views
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<Enclave 2025>
<Description>
As we enter a large gallery space, we’re confronted with the Buick Enclave floating up on a pedestal suspended by cables along with a large ring positioned to pass through it.
As the ring moves slowly back and forth, it performs a sort of scan which reveals the interior of the car, showing off the third row seating.
<KPIS>
1 Million Views
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<Encore GX 2025> “Birds Eye View”
<Description>
Showing off a different POV of the Encore GX, we created a mixed reality gallery installation that used the car rear view camera as a second lens and highlighted the car’s capabilities.
To symbolize HD surround vision’s constant awareness, we’ll create an installation that highlights how gallery visitors are always being observed from a car’s perspective.
Entering the gallery, we find the Buick Encore GX at the center, surrounded by dozens of robotic birds flying in a precise, murmuration-like pattern around it.
As we step closer, we look inside to see the dashboard displaying the Buick’s bird’s-eye view
