CARVANA & DISNEY’S WRECK IT RALPH

THE CHALLENGE:
How do you make a virtual car-buying platform feel as tangible and exciting as a Disney movie? We needed to leverage the "Ralph Breaks the Internet" premiere to drive massive brand awareness while proving that buying a car online is as easy (and fun) as playing a video game.

The Strategy: "Breaking the Fourth Wall"
We didn't just want to place ads; we wanted to "wreck" the car-buying experience.

• Web Integration: We had the characters literally "break" the website banner, creating a disruptive, immersive UX.

• The "Gamified" Hook: Our "Buy a car before Ralph breaks the internet" campaign used a commercial that blurred the lines between a user's digital avatar and reality—ending with a high-impact "10-car delivery" to prove the scale of Carvana's fulfillment power.

• The "Easter Egg" Inventory: We hid movie-specific cars within our actual inventory, turning the Carvana search engine into a scavenger hunt.

The Impact

• National Recognition: Secured a brand cameo (logo) within the film itself, cementing Carvana’s place in the digital zeitgeist.

• Viral Engagement: Launched a Twitter sweepstakes that converted social buzz into real-world rewards (Premiere tickets).

• Brand Integrity: Successfully navigated over a year of rigorous creative iterations with Disney’s IP team to ensure 100% brand alignment.

MY ROLE: Art Director & Lead Brand Steward

• Strategic Integration: Conceptualized the "Wreck the Net" visual hook, bridging the gap between Carvana’s digital-first platform and Disney’s cinematic universe.

• High-Stakes Brand Management: Managed the extensive creative iteration process with Disney’s IP team, ensuring 100% compliance with strict character guidelines while maintaining Carvana’s brand authority.

• Experiential Creative Direction: Led the art direction for a multi-channel "phygital" campaign, from a character-led website takeover to the production of a national commercial featuring a 10-car live-action delivery.

• Omni-channel Execution: Oversaw the design system for national TV spots, interactive social sweepstakes, and physical environmental wraps for the Carvana Vending Machines.t Director, Sr. Graphic Designer

CONCEPTING PARTNER:
Paul Keister {Creative Director}

AWESOME TEAMMATES:
Vincent Largoza {Copy Writer}, Carmen Navarrete {Producer}, Horizon Media Inc. {Production}, Cabin {Edit}