To support the launch of a new product, I spearheaded a creative campaign to build awareness for the Versatile NEMESIS a smaller utility tractor aimed at existing Versatile customers familiar with the brand’s larger 4WD machines. My responsibilities included art direction, concept development, brand identity, and content creation, with a focus on making a strong visual impact that resonated with our core audience.
The creative concept centred on a striking visual metaphor: the smaller NEMESIS tractor casting the shadow of a larger 4WD model. This imagery reinforced the message that the new utility tractor retained the strength and reliability of its larger predecessors while offering a compact and versatile solution. The goal was to position NEMESIS as a natural extension of the Versatile lineup, appealing to loyal customers looking for additional equipment options.
While the campaign didn’t include a direct call-to-action, future metrics such as website traffic, inquiries, and sales data would have been used to evaluate the awareness and interest generated by the campaign. The campaign laid the groundwork for product positioning, brand storytelling, and visual differentiation within a competitive segment.
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