SEAT ARONA ‘DO YOUR THING’

How we tapped into a generations emotional desire to cut loose from societal pressures.

For the global launch of the SEAT Arona SUV, we positioned it as a car that refuses to be confined—too bold for the city, too free for the countryside. By tapping into a restless audience tired of being told how to live, we turned the Arona into a symbol of rebellion and independence. The campaign spanned film, print, outdoor, and social, rolling out across all major markets to cement SEAT’s boldest SUV as the ride for those who live on their own terms.

Role: Global creative director.