Maserati Ghibli
The Ghibli marked Maserati's shift from a boutique automaker to a mass-market luxury brand, competing with the Audi A6, BMW 5 Series, Jaguar XF, and Mercedes-Benz E-Class. Research showed that consumers viewed Maserati as aspirational but needed proof of its place in the mass luxury market. We developed a campaign that positioned the Ghibli as the new leader in a category of followers.
Developing the work below from concept through production, I collaborated with director Raymund Bark to shoot six commercials in the Mojave Desert.
Partner: Malaika Danovitz ECD’s: Frauke Tieman, Mark Koelfgen Director: Raymond Bark
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