Korum Automotive Group
Broadcast Campaign
Role
Led creative direction across concept development, storyboarding, and art direction. Oversaw location scouting and talent selection, including voiceover, and collaborated closely with the videographer and copywriter throughout production.
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Outcome
Delivered a broadcast campaign that effectively communicated to multiple audience segments and reinforced the dealership’s “People First” positioning. The commercial aired during Seattle Seahawks games, extending reach and visibility within a key regional market.
Challenge
Create a single commercial that could resonate with multiple target audiences while showcasing a range of vehicles, and differentiate the dealership in a highly competitive automotive market.
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Approach
Developed a concept centered on individuality, positioning the dealership as a partner in helping customers find the right vehicle for their unique lifestyle and needs.
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Structured the commercial to feature multiple audience segments and vehicle types within a cohesive narrative, ensuring each felt relevant while maintaining a consistent brand message.
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Focused on balancing emotional connection with practical considerations, reinforcing the idea that the dealership prioritizes people first while delivering a tailored experience.