estudio del caso

Renault’s sales traditionally dip during the summer months in Uruguay, when most people are on vacation and not actively considering a car purchase. This seasonal slowdown is compounded by a geographic shift—large portions of the population move to the country’s eastern coast during the warm months—leaving Montevideo dealerships with low foot traffic and fewer sales opportunities.

“Summer Mode” embraced the seasonal mindset instead of fighting it. The campaign tapped into the relaxed, carefree attitude that comes with summer, positioning Renault models as the perfect companions for the season—whether for comfort, practicality, off-road adventures, or value.

Designed primarily for social media on Instagram and mobile-first consumption, the campaign aimed to meet people where they were—scrolling while lying on the beach. Through vibrant, summer-themed visuals and aspirational scenarios, we showed Renault vehicles seamlessly integrated into beach trips, coastal drives, and weekend getaways. This approach not only kept the brand top-of-mind during the slow season but also reframed Renault as part of the summer lifestyle.

I directed the creative concept and visual execution for Summer Mode, shaping the art direction to reflect the warm, aspirational, and easy-going energy of the season. I crafted a cohesive visual identity that translated across static posts, motion assets, and stories—ensuring high engagement in mobile environments.

I collaborated closely with the marketing and social teams to align content timing with peak engagement hours, particularly during beach and holiday periods, to maximize visibility and impact.

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