Turo Summer Merchandising Campaign
Turo is the world's largest peer-to-peer car sharing marketplace, where you can rent the perfect car for wherever you're going. No car says summer quite like a convertible and the summer merchandising campaign set out to highlight collections of convertibles all available to rent through the platform. The 3 collections were meant to inspire summer travel through a series of vignettes: Vintage convertibles for basking in the warm nostalgia of summer afternoons, Open-air SUVs for bringing the outdoors closer, and high-end drop-tops for hitting the town in something swanky.
ROLE
Concept, Art direction, Styling, Video, Design: LP, Email, Paid acquisition, Organic Social
Photographer: Damien Maloney
Co-art director: Carolyn Pulvino
Lead Producer: Miles Mattison
This campaign ran across multiple channels from home surfaces to social. While paid acquisition drove the most bookings, the landing page and email series acted as the main hub for storytelling and housed all 3 collections.
Color palette, art direction, and styling played an integral role in this campaign. It was important that that while each vignette told an individual story, all 3 needed to feel cohesive.
