case study

Chevrolet had just achieved a major milestone: both the Onix and Tracker models earned the highest 5-star safety rating from Latin NCAP. While this positioned them among the safest vehicles in their categories, communicating technical achievements like crash-test scores can easily become dry, overly rational, or lost in the noise of traditional car advertising.

To break from the expected, we introduced a fresh, humorous narrative: “Dummy Summer Break.” After years of enduring crash tests, the Crash Test Dummy finally earns a break—because Chevrolet’s new models are so safe, he’s no longer needed. He’s now free to enjoy life: heading to the beach, soaking up the sun, and finally relaxing.

By using storytelling and character-driven humor, the campaign created a memorable and emotionally engaging way to communicate a rational product benefit. It shifted the focus from standard product shots to empathy and lightheartedness, making safety a relatable—and even entertaining—conversation for audiences.

This creative twist differentiated Chevrolet from competitors while reinforcing a core brand value: putting people (and even crash test dummies) first.

As the campaign’s Art Director, I led the visual narrative and character development for “Dummy Summer Break.” I oversaw the look and feel of the campaign—from storyboarding and styling to location design and visual humor—to ensure consistency across all formats.

I collaborated with the animation, production, and brand teams to strike the right balance between playfulness and clarity, making safety not just a feature, but a story worth sharing.

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