Executing Creativity at Scale
smart was preparing to launch the #5 electric SUV, its most premium and ambitious model to date. The campaign needed to live across countless formats, markets, and channels while maintaining a strong, consistent identity.
At Mayster, Maarten Versteege led the creative direction, while I handled the design and motion execution in Bannerflow. Working closely with both Mayster and the smart team, I was responsible for turning the campaign’s vision into a scalable, production-ready system.
My Role:
- Produced 5.000+ assets across stills and motion video.
- Carousels: 40+ creative concepts, each adapted into 1:1, 4:5, 9:16 formats.
- Motion videos: 14 concepts, each tailored into 1:1, 4:5, 9:16, 16:9, and cut into 6s, 10s, and 15s.
- Built modular templates for both static and motion assets, ensuring easy adaptation by local teams.
- Used Bannerflow to streamline production and localization.
Rollout
The campaign was localized for 12 European markets:
Austria, Belgium, Switzerland, Germany, Spain, France, Italy, the Netherlands, Portugal, Sweden, and the United Kingdom.
It was deployed across Paid Social, Programmatic Display, Google Demand Gen, and Streaming placements.
Outcome
The launch of the smart #5 became a successful pan-European campaign, proving how a solid execution framework can deliver creativity consistently, at speed, and at scale.
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Amsterdam, Netherlands
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