BACKGROUND
Chevrolet needed footage to show the emotional appeal of the sixth-generation Camaro. Since they didn’t want typical running footage, they asked my team to create a story that flaunted the “fun to drive” lure of their stylish and powerful performance vehicle.
Brand Truth
With performance, speed, style and power embedded into its DNA, the Chevrolet Camaro is an exhilarating experience for anyone in the driver's seat.
With performance, speed, style and power embedded into its DNA, the Chevrolet Camaro is an exhilarating experience for anyone in the driver's seat.
Cultural Insight
There's a deep sense of camaraderie among those who've experienced the thrill of owning and driving a Camaro.
There's a deep sense of camaraderie among those who've experienced the thrill of owning and driving a Camaro.
Desired Experience
Join the fun of Camaro ownership.
Join the fun of Camaro ownership.
The Idea: Camaro Collective
Whether it's the souped-up ZL1, the powerful 2SS, the sleek LT convertible or the stylish 1LS 1LE, there's something enthralling about driving a Camaro. And once you've experience it, you'll join millions of drivers who can't wait to get back behind the wheel. Welcome to the Camaro Collective.
THE FILM
The REACTIONS
the stunts THAT THE LEGAL WOULDN'T APPROVE