Electrameccanica “Solo”
How do you sell a tiny, three-wheeled electric car that only has one seat? Electrameccanica, an automotive startup, asked our team to develop creative that introduced their “Solo” concept vehicle to the world. We created assets and messaging to present its use-cases as an affordable, zero-emissions commuter EV that requires less space and natural resources — minimal yet capable for going to work, running errands, and having fun (since 94% of the miles Americans travel are single-passenger, anyways). Our tagline summed it all up nicely: “Simply Electric.”
Art Direction: Carly Sorensen
Digital Lead: Chelsey Siltanen
Video Direction: Alexander Falk
Launch Video Executions
I creative directed a multi-day shoot to film lifestyle scenes and running footage of the EV that became the backbone of our video ads and assets. I hired DP/Director Alex Falk who did some impressive work from a camera car as we were police-escorted up and down PCH. Carly and I casted the talent, selected locations, and assembled a production team on a week’s notice to fit the job into a last-minute timeframe. I worked with editor Donald Andrews to cut the footage into a variety of high-impact executions for streaming, social, and YouTube that functioned in sound-off environments, too. I music-supervised the project, as well, selecting and deploying tracks from a variety of genres, eclecticism unified by high-energy confidence.
Additional Video Execution
Our longer concept, called “Morning in Malibu,” narratively presented some of the use cases of the vehicle, following a man’s weekend morning routine in a laidback California setting. We set the execution to a fun track by BRONCHO, titled “Class Historian.”
Website Design + Development
Our team built an engaging web destination and identity for the Solo where prospective buyers could explore the vehicle’s features, find dealer information, and place orders.
Additional Collateral
We prepared a wide variety of assets to be deployed across marketing channels to promote the Solo vehicle, leveraging great lifestyle images photographer Nikki Cram snapped at the video shoot and additional still shoots. We also specially commissioned glossy, highly functional 3D renders from an automotive CAD specialist. The client ran into business-ending product recall issues before much of the work could have the chance to run.