Korum Automotive Group
Connecting diverse audiences through a single brand story
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.
Outcome
Delivered a broadcast campaign that successfully connected with multiple audience segments while reinforcing Korum's "People First" brand promise. 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, showcase a diverse vehicle lineup, and differentiate the dealership within a highly competitive automotive market.
Approach
Developed a concept centered on individuality, positioning Korum as a dealership focused on helping customers find the right vehicle for their unique lifestyle, needs, and priorities.
Structured the commercial around multiple audience segments and vehicle categories, creating a cohesive narrative that allowed each customer story to feel relevant while maintaining a consistent brand message.
Balanced emotional connection with practical decision-making, reinforcing Korum's commitment to putting people first while delivering a personalized buying experience.