Brand imagery for use across media.
The 2018 Equinox was an all-new vehicle targeted at "practical optimists" who don't follow trends, enjoy budgeting and put family before work.
I built this brand on the concept of "Beautiful responsibility" because responsible doesn't have to mean boring.
We shot this highly confidential "reveal" photo shoot in the Milwaukee Art Museum as well as a few different locations around Chicago. It was a smashing success with zero spy photo leaks and the all-new Equinox being well received by automotive media.
CCO: Gary Pascoe
ECDs: Bob Guisgand, Duffy Patten
CD Stills & Motion: Mike Brooks
CDs Trucks/Crossovers: Andy Ozark, Kathy Speck
Exterior photography and backplates by Patrick Curtet
Location production by Michael Horta
Interior photography by James Haefner
Creative retouching on exteriors by Curve
Creative retouching on Interiors by Craig Morrison
Final retouching (exteriors and interiors) by Gecko
So then this happened....
Copy and layout by creative team: Melissa Gessner / James O'Briant