Levante: The Maserati of SUVs
In a single-project pitch, Maserati challenged us with the launch of their first SUV. The Levante combined the utility of an SUV while preserving the high performance standards of Maserati.
After several rounds of pitching fresh work, our team was awarded the job and produced their launch spot. We were also tasked with creating supporting materials for OOH and dealer promotions.
In addition, a major part of the pitching process was determining the Levante’s new tagline. During the extensive hunt, I wrote the winning tagline that’s still in use today.
Strategic Extension: Dealers
In addition to launching for a mass audience, Maserati also wanted to generate excitement for dealers.
We started with a simple insight, “A Maserati SUV is an oxymoron,” and used the idea of contradictions to concept a provocative brand book and rip film for the North American Dealer Convention.
My partner and I played an integral role in the pitch process: delivering scripts, executing revisions, designing assets, creating ideas for new activations and stunts.
Credits
CCO: Mark Koelfgen
ECD: Russell Lambrecht, Frauke Tiemann
CD: Annie Egan, Luke Partridge
Senior CW: Danny Wantz (partner)
Director: Federico Brugia, Filmmaster Productions