AutoZone

In 2019, AutoZone needed to change gears in order to reach mass-market consumers. In response, the team at Havas was charged with shifting the brand’s image from “home of the cash-strapped mechanic” to an oasis for drivers in need. We swapped out industry-standard machismo for patience and kindness, using cleverness to create empathy in unexpected places.

In the 3 years that followed, my team led a brand trasformation including on-platform, digital display, outdoor, social and broadcast campaigns.

The brand guidelines I began in 2018 year served as our North Star. They also documented each step – from the updated logo and sonic branding to billboards and OLV bumpers.

From 2019-2022, I was creative lead for AutoZone’s paid social advertising. Throughout the pandemic, we found new ways to create and found new relevance in our customers’ lives, producing over 100 spots in 2 languages.