So then this happened....
Copy and layout by creative team: Melissa Gessner / James O'Briant
2018 CHEVROLET EQUINOX
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. Exterior photography and backplates by Patrick Curtet Interior photography by James Haefner