NEXT UP, CARVANA

SOCIAL CAMPAIGN

THE CHALLANGE:
The automotive retail industry is plagued by a legacy of consumer distrust, high-pressure sales, and hidden fees. Carvana needed to communicate its radical transparency (no haggling, 7-day returns) in a way that felt approachable and entertaining rather than purely functional.

THE STRATEGY & INSIGHT:
We leaned into the "Enemy of the Brand" archetype. By creating "Dave and Dave" two stereotypical, out-of-touch car dealer, we were able to highlight Carvana’s value propositions through the lens of their frustration. The strategy was to make the "old way" look ridiculous by comparison, effectively using humor to dismantle 70 years of industry baggage.

THE IMPACT:
Brand Voice: Established a relatable, bold, and disruptive tone for the brand.

Feature Integration: Successfully messaged complex pillars (no fees, return policy, no haggling) through narrative-driven content.

Art Direction: Curated the visual contrast between the "dated" world of traditional sales and the streamlined, future-facing Carvana experience.

MY ROLE: Art Director & Senior Graphic Designer

• World Building: Developed the visual identity for the campaign characters, ensuring the "Dave and Dave" universe felt authentically synonymous with the "old school" car buying experience.

• Narrative Execution: Partnered with copy and production teams to ensure the visual gags supported the strategic messaging of the script.

• Asset Scalability: Oversaw the design and art direction of all supporting campaign assets across digital and social channels.

CONCEPTING PARTNER:
Sam Lowy {Copy Writer}

AWESOME TEAMMATES:
Paul Keister {Chief Creative Officer}, Nick Olish {Creative Director}, Evan Boswell {Associate Creative Director}, Bob Cianfrone {Copy Writer}, Ray Duffy {Producer}, JJ Adler {Director}, m ss ng p eces {Production}, Cabin {Edit}