The Brief
Changan Auto needed consistent campaign execution across the Chilean market, new model launches, seasonal activations, and always-on social content. All within an existing global brand system. This work was developed at Wolf BCPP Agency, where I worked as Art Director on the account.
The Adaptation
The same launch, three environments, coastal, urban, forest. Each key visual adapted to context while staying on-brand across every touchpoint.
The Day-to-Day
Beyond launches: always-on social content for the account. Product highlights, seasonal posts and engagement pieces, all built inside the same system.
The Range
From family sedans to SUVs, each product line got its own tone within the same system. The CS15 launch leaned more cinematic, built for out-of-home.
The Scale
Beyond passenger cars: the Serie M commercial line extended the same brand system into a completely different product category. Proof the system could scale across the full portfolio.
The Result
Sustained, always-on campaign output for a global automotive account. Spanning out-of-home, digital product pages and social, at a pace of 1-3 campaigns a month, every one on-brand.