Microsoft challenged us to come up with a campaign to raise awareness of their MSN Autos service. They were currently trailing several leading auto sites and wanted to make users aware of their research tools and editorial content.
Our team came up with the MSN Autos: Dream, Design, Drive Challenge. Through a partnership with Chrysler, we designed a contest were users were invited in to design and customize a 2010 Dodge Challenger SRT. We designed and developed an online platform which allowed users to customize and online version of the car using a rotating 3D model, paint colors, stencils, various body customization kits and more. We added a feature to allow users to download a layered Photoshop file to be customized offline and uploaded at a later date — creating a mesh overlay of our 3D model.
All cars were placed in a gallery where the general public were invited to narrow down the field of designs. A panel of expert judges selected a winner from the top 20 designs, with the winning design being produced for the designer. Over 330,000 cars were created in a two month period of time. The contest was such a such a success that Chrysler offered an additional 2010 Dodge Challenger as a runner-up prize for the person with the most audience votes.
Creative Director / Strategist / Writer / Architect
