Acura RDX

Challenge

To support the launch of the 2016 RDX, Acura asked us to refresh an existing web series aimed at first-time drivers. The original content felt flat—more scripted interview than story—and didn’t reflect the emotional or experiential draw of the vehicle. Our task was to rethink the format and reintroduce the RDX with a more compelling point of view.

Solution

We reframed the concept around two first drives, two lives, one RDX—crafting a story-driven series that explored the dual nature of rugged luxury. We cast two very different drivers—The Architect and The Adventurer—and built each narrative around their relationship to design, exploration, and the open road.

Each film paired driver, vehicle, and environment to bring out a different dimension of the RDX—urban precision versus outdoor freedom. The result was a cinematic, emotionally resonant series that lived on acura.com and social, driving engagement and awareness of the new model across channels.