TASK
Create a campaign key visual for Abarth that speaks to working professionals and invites them to break away from routine. The goal was to position the car as more than a mode of transport, a trigger for fun, freedom, and playful escape.
OBSERVATION
Adult life is full of structure, pressure, and repetition. But even as we grow up, the desire to play, explore, and feel excitement never really goes away.
INSIGHT
People may outgrow toys, but they never outgrow the feeling. Deep down, adults still crave the same thrill, spontaneity, and sense of play they loved as kids.
BIG IDEA
Let’s Play Again
Turn the city into a larger-than-life toy-track world and position Abarth as the grown-up toy: small in size, but an absolute beast in attitude and performance.
Turn the city into a larger-than-life toy-track world and position Abarth as the grown-up toy: small in size, but an absolute beast in attitude and performance.
EXECUTION
I created a key visual where the urban environment transforms into an energetic automotive playground, with a giant toy-like track weaving through the city. At the center sits the Abarth, compact, bold, and full of character, embodying the idea of rediscovering play in everyday life. The final artwork was crafted through 3D design and Photoshop compositing, from concept development and environment building to final execution.
ART DIRECTION
The visual language blends playful nostalgia with performance energy. Abarth’s bold yellow stands out against a sleek nighttime cityscape, while the oversized track introduces a sense of motion, imagination, and scale. The result is a world that feels fun and fantastical, yet still sharp, premium, and powerful.
