Carrera - Drive your story

The new chapter of #driveyourstory is a global integrated campaign introducing the new Carrera Spring-Summer 2022 Collection as an urban trip through NYC. The protagonists drive their own story towers over the city on a rooftop, wearing the daring attitude of the brand. We left them in the previous chapter on a road trip in the desert, and now they are ready to take on the city. Thanks to the big work in preproduction, we studied every single key visual to tell a story and be able to be cut in several different media. Here one key visual ready to be framed in more than 20 different sizes. And some examples of cuts: an editorial A4 print and a mobile ecommerce image. Talking about the video, we produce a 50-second-long format to tell the story of our 5 protagonists. With a big work on the storyboard, we prepared 15'' and 6'' edits for every character that also was representing a specific market. For the aspect ratio we had 16:9 for in-store and some social as YouTube, but of course, also 1:1 for IG posts and 9:16 for IG Stories.