Newcomer and industry change-maker, Polestar, was looking to introduce the third car in their lineup; the Polestar 4. The first SUV coupe for the automaker.

Assignment: In-house creative strategist, with the purpose of defining brand position, develop creative strategy for the launch of the car, and develop the brief for both internal and external agencies, along with being strategist and planner on development of launch campaign for China first, then rest of world.

Deliverable: Brand positioning, presentation at Global Marketing Summit, brand soul searching and archeology, interview with designers and other stakeholders, defining creative strategy along with 2 creative territories for exploration, development of strategic and planning deliverables for campaign.