CREATIVE DIRECTION. ASSET GENERATION. DESIGN.
Acura RDX Launch
From April 2015 until December 2015 I had the distinct privilege of working at Razorfish's newly established Los Angeles office as the Creative Director overseeing the creative development of Acura's digital content and properties. The digital launch of the 2016 RDX was the first initiative I worked on. The project included a photoshoot–on location in Colorado–to generate high quality site assets, an intuitive and beautiful responsive design, and an immersive-video design concept for a potential Youtube partnership.
My first day at Razorfish consisted of boarding a flight from Los Angeles to Denver – to oversee the photoshoot for the 2016 RDX, Acura's mid-sized SUV. Working closely with the creative team from Mullen LA (Acura's traditional agency), we partnered with German automotive photographer, Alex Rank, to capture a series of high quality image assets to populate the digital experience as well as use in printed collateral and OOH executions.
Behind the scenes of the production, on-location in Colorado. Shooting with German photographer, Alex Rank.
RESPONSIVE SITE DESIGN
The team and I were tasked with leveraging the assets, from the vehicle shoot in Colorado, for a new vehicle landing page experience that broke the mold of Acura's legacy platform as much as possible. In essence, this project was a stepping stone towards a complete redesign and new architecture of Acura.com. The experience utilized the large-scale beauty shots to create content blades that were easy to navigate, allowing users to easily absorb the proper product information as they scrolled down the page.
Acura is often considered the R&D arm of Honda Automotive. As a brand, and as a company, Acura is always looking to push forward and be ahead of the curve — in terms of design, technology, and engineering. So when it came time to think about how Acura could leverage existing video platforms to create a best-in-class walk around video, a partnership with Youtube was a no-brainer. The concept below builds upon Youtube's existing framework, while creating a bespoke experience for Acura. Users could toggle between multiple camera angles to explore the vehicles — even from behind the wheel with 'Driver POV' mode.
MY ROLES & RESPONSIBILITIES
Creative Direction, Design Direction, Visual Design, Creative Strategy & Ideation, Team Management
Mike Frank – Group Creative Director
Brad Burke – Creative Director / Designer
Ege Celengil – Sr. AD / Designer
Ron David – VP Technology
Alonzo Bonilla – Tech Director
Liz Swanson – VP Client Engagement
Rosie Rathburn – Program Director
Stacey Barrette – Senior Prioject Manager
Erik Troedsson – Account Supervisor