To bring this campaign to life, we partnered with artists who all specialized in differentiating styles and media. Once the spot launched, we continued to collaborate with the artists, working with them to create "making of videos", supporting social content, and even activate IRL at different events.
We brought out the Ambriz brothers, from Cinema Fantasma, to help us bring the winter world they created for the spot to life at Sundance Film Festival. Handcrafted props from the film were on display as well as the entire Mountain set that's featured in the spot. Guests we're able to ask the Ambriz brothers questions, appreciate their craft, and experience a winter wonderland inside the space. All while checking out the brand new ADX, of course.
When it came time to activate at the Acura Grand Prix of Long Beach, we knew we really wanted to hone in on the art of craft. At AGPLB, we hosted Exhibit A– a space that explores how Acura’s motorsport heritage doesn’t just stay on the track—it’s built into every vehicle they make. The gallery gave visitors an exclusive up-close look at present and historic cars, premium parts, a completely deconstructed NSX, and a gallery of racing helmets.
Additionally, we worked with fashion designer, Justin Mensinger, to create exclusive handcrafted merch. His one-of-a-kind garments were created from vintage Acura racing gear and seamlessly fused with interior materials pulled straight from the ADX—leathers, suedes, and performance fabrics. The result was a tactile, wearable expression of the paper cut out world of performance from our ADX launch commercial. It’s not just craft—it’s heritage, stitched into every seam.
Additionally, we worked with fashion designer, Justin Mensinger, to create exclusive handcrafted merch. His one-of-a-kind garments were created from vintage Acura racing gear and seamlessly fused with interior materials pulled straight from the ADX—leathers, suedes, and performance fabrics. The result was a tactile, wearable expression of the paper cut out world of performance from our ADX launch commercial. It’s not just craft—it’s heritage, stitched into every seam.
The campaign also extended to SCOPE Miami, where we invited our collaborating artist, Dalkhafine, to help us activate. We brought her illustrations to life in an interactive activation featuring a customized ADX, photo opps, and giveaways.
The design for this campaign was all about fun. It reflects the chrome ADX seen across our different activations and lived across OOH, Print, and Paid Social.
Director/CD: Ty Hayward
Creatives: Alex Haase, Gabby Grubb, Mary Nowels
Photographers: Michael Marcheco, Dan Howell
Designer: Sean Stell
Creatives: Alex Haase, Gabby Grubb, Mary Nowels
Photographers: Michael Marcheco, Dan Howell
Designer: Sean Stell
Agency: MullenLowe LA