ILX TOTAL (CONTROL)

From 2015–2019, I led the design team at MullenLowe Los Angeles, a challenger agency anchored by the Acura brand—a car company known for its performance roots and distinct design language. To launch the Acura ILX for millennial audiences, we developed a campaign inspired by fashion, street culture, and mobile trends. We introduced bold web colors, interactive social stickers, and a groundbreaking mobile driving experience.

One highlight was a first-of-its-kind Instagram Stories car builder, allowing users to customize their ILX with stickers, animations, and accessories—featuring contributions from top influencers and Giphy artists.

This innovative approach opened new creative territory for Acura, earning two Graphis awards in design and advertising, and redefining how the 30-year-old brand connects with a younger audience.