Alfa Romeo
For the better part of four years, I embodied the Italian mindset. My copywriting and creative thinking touched every part of Alfa Romeo USA’s advertising. Most of my work was rooted in social media, but expanded to rebranding and voice development, 360 campaigns, paid social, influencer and brand partnerships, photoshoots, and in-person activations.
2019-2022
From thematic monthly social calendars…
…to strategic series…
The Dream Drives is an aspirational travelogue where we travel to and through bucket list driving destinations we think Alfisti should visit.
…holiday one-offs…
…original long-form video…
Here we profiled professional stunt driver Stina Hubinet for International Women’s Day.
…commercial campaigns…
This TV spot launched Revel in Speed, a 360 campaign which relaunched the legacy brand as a sleek and powerful competitor to watch out for.
…#AlfaTok…
TikTok presented a unique dilemma for our brand: create engaging content on an audio-forward app without using any of the trending audio. The solution? Get creative, which just so happens to be in my job title.
…PR stunts…
We took Alfa Romeo’s toughest competitor BMW head-on by crashing the nation’s largest BMW fan meet-up, Bimmerfest. As attendees made their way to the auto show, they were greeted by an Alfa Romeo auto cross experience. All it took was one drive to turn devoted Bimmer fans into Alfisti. The stunt was supported across social with fan testimonials, targeted memes, Snapchat filters, event recaps, and even a special “My Alfa is Better Than Your Car. Prove Me Wrong.” segment where a product specialist schooled German auto lovers with some Italian engineering knowledge.
Case Study
…event coverage…
…COVID response…
Coming up with a hopeful message through the lens of an auto brand to be shared around the world wasn’t easy, but it was fulfilling. #MorePowerfulinPark told fans to stay safe and stay home. #RaceOn told fans to stay strong.
… and influencer collabs.
#RacetrackToRunway is a social series that highlights Alfa Romeo’s alluring Italian designs. In this iteration, we partnered with three fashion influences to bring to life three new, exclusive paint shades.
I could keep going but instead I’ll close out with some of my favorite one liners, with zero context.
Rev the engine and it’ll return the favor.
We heard the gas pedal called you slow. You better go punch it.
Don’t let your heart do all the racing.
We recommend starting each day with a breakfast high in carbon fiber.
Best in showing off.
This is our happy pace.
The keys to success just so happen to unlock this car.
More chiseled than your local lifeguard.
Little red riding with 505 horsepower under the hood.
Did someone order a speed-lover’s supreme, extra horsepower?
A rearview mirror’s worst nightmare.