DRiVEQ INTRO VIDEO

The Challenge

The DRiVEQ intro video project had stalled before creative execution even began. An external agency had been engaged for several weeks but had not progressed beyond a loose outline based on a brand one-pager, leaving the internal team behind schedule and without a clear creative direction.

When the project shifted in-house, the timeline was compressed and expectations were high. While the DRiVEQ brand look and feel was already established, the challenge was to quickly define a compelling story, align stakeholders, and deliver a polished video using a mix of existing brand footage and stock assets.

My Role

I stepped in to lead creative direction and concept development, quickly briefing the internal team on the situation and establishing a path forward. With the timeline already compressed, I focused on creating clarity, momentum, and a strong narrative framework that could guide execution efficiently.

The Approach

1. Anchored the Story in Real Use Cases: I developed the creative strategy around how and where the video would actually be used—sales conversations, presentations, and product overviews—ensuring the narrative supported practical business needs rather than abstract messaging.

2. Built a Visual Narrative That Connected the Dots: Using the DRiVEQ logo as inspiration, I created a visual throughline that followed the dot over the “i” through the story to the “Q.” Visually, the concept takes viewers from the outside world into the inner workings of the data and technology, connecting the dots to show the power and importance of Cox Automotive data in clients’ daily operations.

3. Leveraged Existing Assets Strategically: With limited time for new production, I curated and integrated existing brand footage alongside stock video, ensuring visual consistency, clarity, and momentum while maintaining a polished, brand-aligned look.

4. Regained Creative Momentum Under Pressure: Stepping in mid-project, I quickly established direction, aligned stakeholders on scope and expectations, and helped move the team from concept to execution despite a compressed timeline.

The Outcome

The final video delivered a cohesive, brand-aligned introduction to DRiVEQ that supported multiple internal and external use cases. While the original goal was a short, high-energy sizzle, evolving stakeholder needs resulted in a longer-form video exceeding two minutes.

Recognizing the importance of audience attention and channel context, I recommended breaking the content into a 1-minute primary version and :30 cut-downs for paid and social use—ensuring flexibility and stronger performance across channels. The project ultimately provided a foundational narrative that could be adapted and optimized for different audiences and formats.