This multi-stage, cross-border, out-of-home campaign had a mission to communicate Turo's value proposition against the traditional car rental experience. My team began with a goal of proving we could capture ROI for brand spend by launching the campaign in a single test city, Philadelphia, which quickly became Turo's top-performing market. With that proof in hand, we expanded the campaign across all of the USA and Canada with placements in cities, train stations, airports, and more.

My role was to be the go-to motion designer for animated digital billboard placements. The challenge was to make Turo stand out by taking advantage of underused animation possibilities in out-of-home advertising, while still designing work that would read clearly, could be produced at scale, and could adapt to varied environments.

To achieve that, I created an animation toolkit to define the motion elements of the Turo brand. This toolkit wound up being used beyond just out-of-home, reaching multiple channels and being adopted by other designers on the global marketing team, resulting in a consistency of motion across the brand, and a clearer, more efficient team workflow.