Fiat

Brand Strategy / Art Direction / Running Footage / Lifestyle Content / Digital / OOH / Print / POP / Brochure Design

SITUATION

The launch of the Fiat 500 marked the car maker’s re-entry into the U.S. market after a 27-year absence. My assignment was to lead the agency in producing the product brochure, campaign photography, running footage, and POP for the U.S. market.

SOLUTION

The new 500 had a base price under $19,000 yet offered a much higher level of design and engineering than its competitors. All materials and footage promoting the car were designed to match the same standard.

IMPACT

The Fiat 500 re-entered the U.S. market at 140 dealers nationwide, staking claim to fashion and fun in the category. The elaborate product brochure became a collector’s piece.