Challenge: Vehicle wraps are a large part of 3M’s commercial solutions division. After inventing a commercial vehicle wrap that installs faster and easier than any other, 3M needed a newsworthy campaign to get the word out to wrap installers and fleet owners.

Strategy: The direction was to focus on the film’s key benefit: it installs quickly and easily, which gives installers confidence.

The work: As associate creative director and writer, I came up with the idea: the film makes installers fast and fearless, so we gave sprinter vans the Fast & Furious treatment, racing and drifting them around a track.

The results: It became the best-performing global campaign 3M’s auto film segment has rolled out, according to the client.

Role: Associate creative director and writer