smart was going fully electric in 2020 and needed to raise awareness of its smart EQ models. With the shift, the car brand had a new target audience: young urban professionals who led dynamic, eco-conscious lifestyles. smart needed to raise awareness of its electric mobility offer and increase engagement with the new target audience. 

We came up with a video series that positioned the smart EQ as the perfect companion for the dynamic lifestyle of a young creative entrepreneur: City Diaries. Buddybrand’s lead art director and I co-developed the concept, tailorable to the influencer and city. My part also involved interviewing the talent, scriptwriting and writing the campaign posts.