Dan Vanderhei
Creative Leader
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Acura RDX

Rugged luxury from two very different perspectives.

For the launch of the new 2016 RDX, Acura asked us to revamp an existing, but stuffy web series that focused on first-time drivers. We looked at this stale interview series and jumped at the chance to infuse a story based on the reality of getting

For the launch of the new 2016 RDX, Acura asked us to revamp an existing, but stuffy web series that focused on first-time drivers.

We looked at this stale interview series and jumped at the chance to infuse a story based on the reality of getting behind the wheel of the RDX for the first time. We cast two drivers with two unique perspectives and crafted a tale around them–The Architect and The Adventurer.

We married the driver, the RDX, and the ideal setting to create the canvas for a trip through two thoughtful perspectives on one amazing vehicle. The videos were a great success, driving traffic and awareness of the new RDX to acura.com and across Acura's social channels.