Presentation · Campaign Creative
Chrysler
Culture-first campaign creative for the Chrysler Pacifica, centered on a simple but powerful idea: finding time for love in the middle of everything else.
The Challenge
Most automotive campaigns cling to the same tired formula: engine revs, wide-open roads, and a fantasy nobody actually lives in. For this Black History Month campaign, Chrysler needed to connect with modern Black families in a way that felt real, not performative—shifting from product-first to culture-first storytelling grounded in love, partnership, and the everyday chaos of life. The challenge wasn’t just to market the Pacifica. It was to make it matter.
The Approach
Through real couples and influencer-driven storytelling, the Pacifica became more than transportation—it became the space where life actually happens. Between school drop-offs, work schedules, and late-night conversations, the vehicle wasn’t the hero. The relationship was.
