Mobile — PLAY — ROBBI ANDERSON STUDIO

.“It’s Kinda Hot.” Radio
Concept, Art Direction, Copywriting
Heinz wanted Gen Z to spice up breakfast. Provocative challenge accepted. “It’s Kinda Hot.” did just that.

Radio Spot #1

Radio Spot #2

Radio Spot #3

“Join The Revolution”Experiential / Immersive
Art Direction, Concept, Immersive

“Join the Revolution” positions Rivian as the next chapter in American innovation. Drawing parallels between historic technological breakthroughs and the transition to electric vehicles, the campaign challenges drivers to leave last century’s technology behind and join what comes next.

Print

Placed in automotive publications, the print campaign takes the argument directly to car enthusiasts. By provocatively framing oil-powered vehicles as last century’s technology, the ads challenge an audience invested in automotive innovation to reconsider what the future of driving should look like.

Lightshow Stunts

The lightshow stunts take that provocation out of the magazine and into public space. Large-scale projections turn the campaign’s anti-oil rallying cry into a spectacle, making Rivian’s vision of the next automotive era impossible to ignore.

The Test DriveIn-App Promotion / Digital Experience
Art Direction, Concept, UX, Copywriting
Hitch is a rideshare application from a start-up, similar to Uber and Lyft, but offers affordable, long-distance in the 50-300 mile range. Rideshare is mainly perceived solely as a short-distance rideshare service. To challenge conventional perceptions of ridesharing and position Hitch as a viable long-distance alternative, “The Test Drive” experiential activation provides a promotional offer, encouraging users to take longer rides through the app.

In-App Promotion

Notifications

Once users have bought a test drive, notifications will alert the user to redeem the offer.