2025 Integrated Marketing Communications Proposal
As an Art Director at GERMS Digital Pte Ltd
Contributed to the conceptualisation, execution, and production of marketing materials for a proposal submission for CUPRA Singapore’s 2025 integrated marketing initiatives, positioning the brand as a lifestyle choice for drivers who value individuality and innovation, beginning with the launch of their all-electric line-up.
Art Direction
Graphic Design
Film Production
Graphic Design
Film Production
A Cupra isn’t just a car. It’s a bold statement for those who live adventurously and unapologetically. CUPRA doesn’t sell practical. CUPRA doesn’t sell for everyone.
Our campaign goes all-in on forging a powerful emotional bond with a rare few — those driven by impulse and passion.
No pretense. No filters. We speak directly to those who simply get it.
Building on the provocative exclusivity of our campaign headline, I worked with the team to craft imagery and messaging that created a sense of unapproachability and forced viewers into an outsider’s perspective — offering only obstructed glimpses from afar or none at all.
At launch, imagery and tagline harmonise to reinforce the narrative that CUPRA is not for everyone — reserved only for those who embrace what most keep hidden.