AXL Ev Car project
As the AXL vehicle had not yet been publicly unveiled, a concept vehicle was used as a visual stand-in to represent the product. While the vehicle itself was substituted, the creative direction, environments, lifestyle scenarios, and overall campaign strategy remained aligned with the original vision.
The objective was to showcase the vehicle across diverse Canadian settings while maintaining complete visual consistency and preserving key design details throughout. The imagery explored multiple use cases, from family-oriented experiences to outdoor adventures, creating a versatile asset library for web, social media, and marketing applications. Negative space was intentionally incorporated to accommodate future messaging, headlines, and branding.
