The concept direction of this campaign was to bring awareness to alternative options for buying cars for your child’s first car. My partner and I already know based on our own experience with car shopping how stressful it can be for the parents. Reliability, safety, and durability are all terms that came up during the brainstorming of the copy that went into the two brand films and transit advertisements. After doing research on Carvana we were able to decide on how we wished to write the tone for the campaign as well as the way we wanted to convey how amazingly carefree, wild, and slightly reckless teenagers and young adults can be. All of this aimed to capture the idea in the most positive connotation possible. The careful choice of buying used cars for your carefree teens.

Key Message: A careful decision for your careless teen.

Target Audience: Parents with kids ages 15-25 who are either looking for their first car or in need of a new one. The parents have an average income and want their kids to have a safe and reliable car. These parents know that their teens do not take the best care of their things and may be messy.

Tagline: What a ride.

Supporting Copy: Handpicked for your carefree teen.

Role: Copywriter partner, art director, and voice-over for one of the brand films for the campaign.