Tesla Motors

How do you launch bleeding edge technology? A feature that will redefine the very act of driving a car? There was no time for hypotheticals, as Tesla was launching Full Self-Driving (Supervised) in Australia.

We identified that the physical act of engaging FSD is a singular moment of magic. A single tap on a screen that will change the way you drive a car forever. We realised that the button itself is the bridge between the present and the future.

The campaign stripped away the complexity of the tech and focused on the simplicity of the user experience. By styling the call to action (CTA) as the actual in-car interface button, we conditioned the audience to recognise the visual cue. The campaign positioned the act of pressing that button not just as starting a feature, but as initiating a new era of personal transport.

Running across OOH and digital, this campaign was more than just a call to action, it was important for people to know this was Tesla. The innovators of EVs and autonomy.