To create an ad campaign for the 2019 Acura ILX. The goal was to attract successful millennials who were purchasing their first luxury automobile.

Acura is a luxury car brand with a focus on performance and design. Millennials are redefining luxury and are fusing their interests in street culture—art, music, fashion—into every aspect of their professional and personal lives. The TOTAL (CONTROL) campaign is all about movement and voice. The typography and graphic pattern is both a tire tread and computer code. A bold gesture that speaks to the vehicles style, performance, and digital connectability.

Acura’s General Manager Jon Ikeda looked at the 3 different options presented and said “That’s the one. It’s loud and aggressive. I want to wear that on a T-shirt” The campaign was approved and built out to print, digital, point of purchase, and out of home domestically.