Acura Motorsports: ARX-05 Launch
Client: Acura
Production Company: Spinifex Group
My Role: Account Director / Executive Producer
Project Description:
Having refocused the brand’s marketing activity around its “Precision Crafted Performance” mantra, Acura sort to showcase their performance pedigree by leveraging its revitalized motorsports program. To announce their return to prototype racing, Acura turned to Spinifex to create an online content program that would generate attention and build excitement across their customer-base. To deliver on this, we developed a series of documentary-style vignettes that were strategically released on social media over the course of 6-months, leading up to the ARX-05’s debut at Daytona.
​
Having overseen Acura’s automotive press business since 2015, I helped conceive the content campaign, produced the multi-day, multi-location shoot, which resulted in an online teaser, reveal video, still photography and a series of social films.
