In 2022 Citroën launched the New C3 in Latin America. We developed the campaign that ran in Brazil, Argentina and other LatAm countries. Under the tagline "Don’t follow paths, create your own", the brand encouraged consumers to find new perspectives in life, instead of just accepting what is already pre-established.
The new Citroën C3 was also launched in GTA, were players could buy the car, drive it and recreate the TV Spot scenes in the game. In addition to that, we've hidden easter eggs all over the city. One of them was the classic Citroën painted by Pablo Picasso in 1958, but featuring a painting that illustrates our film plot.
My role: Art Director