Art Direction, Design, Illustration
Art Direction, Design, Illustration
Fuel additive brands can stand by their carefully formulated chemistry to sell product but on a shelf next to others, how can you stand out? We tapped into the spirit of adventure, driving, and passion for motor sport to appeal to our audience. With visuals, messaging and design that felt authentic and natural, we connected on a more visceral level. This campaign was specific to North America in print and digital media but the attitude, look and feel went on to inform the revised global branding initiative.