Design

Final Results

CHALLENGE:

To execute the agency’s creative concept for a US direct mail campaign within an acceptable and realistic budget. The direct mail recipient is invited to open the hood of a car to expose a tiny engine. The message ‘if you don’t use BP fuel, your car isn’t running at maximum performance’ is revealed.

The challenge for Ignition was to design a generic high performance car with a tiny ‘underpowered’ engine.

SOLUTION:

By researching existing car and engine designs, we created a unique vehicle suitable for the campaign. The deliverables were two print ready images of the car in a hood open and closed configuration. The resulting direct mail piece combined these images to deliver the marketing message.

HOW WE DID IT:

The research identified different elements that could be combined to produce the final design of both the car and of the engine. These components were modeled and assembled in 3D software to create the ‘one of a kind’ vehicle. Realistic shading and lighting increased the aesthetic appeal of the final images.