A last-minute opportunity turned standout moment.
A last-minute opening at Resorts World gave us the ultimate stage: Super Bowl weekend during NADA 2024. With no brief and a 14-day clock, we turned a blank canvas into a standout brand moment. We leaned into the city’s energy with a series of animated, lighthearted billboards featuring a colorful cast of characters:
Extra Headroom? A showgirl with a towering feathered headpiece.
A New Pet? A tiger leaping through a flaming ring.
The Whole Crew? A magician, a pirate, and a drag queen.
The Payoff: A simple, inclusive message—“Find the perfect car for you”—that netted 1.8 million impressions and became the talk of the event.
OOH Campaign: Vegas—Amplified.
Role: Creative Direction
Resorts World:
Vertical + Zouk Tower Billboards
Main Facade Billboards
After a multi-year absence from NADA, TrueCar’s return needed to do more than just look good—it had to drive business. We anchored the design around our “Secrets of the 2024 Car Buyer” campaign, a research-driven platform designed to pique dealer curiosity and stop foot traffic in its tracks
The Experience: Modern, Confident, Connected: The space reflected a refreshed brand identity—modern, clear, and unmistakably TrueCar. From hero video walls to interactive sales stations, every touchpoint was built to spotlight the shopper and give dealers a reason to engage.
BOOTH DESIGN: Turning Insight into FOMO.
The Launch: TrueCar Marketing Solutions.
The booth served as the launchpad for our new in-house creative and media offering, providing dealers with custom assets and smart digital campaigns to reach a wider audience.
The Impact:
Our Strongest B2B Performance.
135+ qualified appointments generated on-site.
$960K in annualized revenue—a record-breaking return for the brand.
—CREDITS
Copywriting: Matt Olivotti, Jeff Perreca
Art Direction: Matt Olivotti; Louis Alvarado
Video Editing & Sound: Tucker Bass
OOH Billboards Motion & Animation: John Flores, Makiko Fukaya
Sizzle Video Motion & Animation: Makiko Fukaya