Client Profile: Rich Garibayan, founder and CEO of Riches Rides, one of the preeminent luxury automobile leasing agencies in Southern California.
Client Needs: A 15-second promotion communicating the company's belief that luxury is determined by user experience, not the price tag.
My Analysis: A successful promotion for an automobile leasing agency must communicate the company's identity and, most, significantly, convey an emotional experience to its audience.
My Process: To convey the essential emotional experience I incorporated a first-person point-of-view perspective from behind the wheel of Riches Rides' new luxury fleet, delivering a fleeting taste of the experience. The automatic rewind subconsciously suggests to the viewer a desire to relive the experience again and again.
My Outcomes: By delivering an emotional experience rather than an infomercial, Riches Rides helped position itself as an authentic and exciting leasing agency.
