Content Team Leadership · Automotive Storytelling · Campaign Direction
Campaign direction and product copy for Mitsubishi Georgia, connecting Japanese engineering heritage and off-road durability with a model-wide test-drive invitation.
Client:
Mitsubishi Georgia
Mitsubishi is widely respected in Georgia for rugged reliability, yet prospective buyers evaluating new SUVs also expect modern cabin comfort and refined control. The campaign needed to unite both qualities around a model-wide test-drive push.
As Content Team Manager, I directed the campaign messaging, coordinated copywriters and designers across the model-specific placements and ensured every visual connected brand heritage to a concrete test-drive invitation.
Rather than repeating generic slogans about Japanese quality, we mapped how durability feels to a driver in Georgia: stability on unpredictable terrain, confidence on long regional routes and dependable performance year after year.
We paired an animated Outlander hero banner with six clean social placements. Each frame combined rugged outdoor art direction with disciplined Georgian copy that led directly into a test-drive booking prompt.
The campaign gave Mitsubishi Georgia a unified visual and verbal system across its SUV range, turning passive brand familiarity into an active invitation to test-drive the new line-up in person.
Across the animated Outlander hero banner and six model placements above, every frame balanced long-term mechanical trust with an immediate invitation to get behind the wheel.
Anchored the copy in Mitsubishi's established reputation among Georgian drivers for mechanical endurance across mountain passes, winter roads and daily city driving.
Adapted the visual and verbal framing for each vehicle in the range so family SUV buyers and off-road enthusiasts saw their specific driving scenario reflected.
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