Carvana Haulerdays
For Carvana’s 2021 holiday campaign, the design team was approached with a brief that aimed at an “escape” from the current state of the world and the stresses of the holidays. Several different pitches were made, with my direction eventually being selected.
The insight behind the idea was creating a sense of wonderment and excitement from something we all do regularly – open a package that you received in the mail.
By playing off of that sense of joy you feel when you receive a package, we could easily make a connection to the holidays. The busy mailing season was a great tie in and helped communicate the idea in a relatable way.
A “12 Days of Haulerdays” social campaign was created to carry on the holiday spirit and allow participants to win prizes every day for 12 days straight.
Other digital assets, such as gifs and zoom backgrounds, were also developed in order for team members across the country to be able to partake in the holiday festivities.
Creative Direction: Evan Boswell, Elliot Fuller
Hauler Photography: Andrew Langdal
Vending Machine Wrap: Ben Rosenthal